{"id":20148,"date":"2025-07-23T10:53:00","date_gmt":"2025-07-23T09:53:00","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=20148"},"modified":"2025-07-28T11:25:37","modified_gmt":"2025-07-28T10:25:37","slug":"get-to-the-juice","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/j2o\/get-to-the-juice","title":{"rendered":"Get to the Juice"},"content":{"rendered":"<div class=\"lazyblock-video-ZbukCL wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1103460203?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z1uOHLU wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><strong>J2O<\/strong>, the much-loved fruity drink from <strong>Carlsberg Britvic<\/strong>, launches a bold new brand refresh and integrated campaign created by <strong>VCCP Blue<\/strong>. With the aim of reintroducing itself to a new generation of soft-drinkers, <em>\u2018Get to the Juice\u2019<\/em> repositions <strong>J2O<\/strong> from a nostalgic family favourite to a vibrant choice for today\u2019s social moments.<\/p>\n<p>Running across online video, social, and out-of-home, the campaign is targeted at 16 to 24-year-olds dubbed \u2018Betweeners\u2019 who are navigating the transition from adolescence to adulthood. In this unique stage of life, where friendships matter more than ever, and life is full of new experiences, Betweeners are looking for social moments that are buzzing with the right type of shared energy to bond and connect.<\/p>\n<p>With the rallying cry \u201cSkip the Small Talk, Get to the Juice\u201d, the campaign\u2019s 15\u201d hero film humorously skips past life\u2019s mundane moments and dives straight into the juicy highlights, mirroring the way young people consume content and connect with each other. On YouTube, contextual ads even encourage viewers to skip, making light of the platform\u2019s \u2018skip\u2019 feature.<\/p>\n<p>The campaign is supported by a high-impact out-of-home strategy designed to meet consumers across every touchpoint. From bus supersides and Digital Escalator Panels to Escalator Ribbons and hyper-targeted placements outside <strong>Tesco<\/strong> and <strong>O2<\/strong>, the media plan puts <em>Get to the Juice<\/em> front and centre in the real world. Bespoke out-of-home activations deliver the same punchy, irreverent energy as the film, ensuring the campaign is impossible to miss, wherever you are.<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>The films were directed by award-winning director <strong>Trevor Gourley<\/strong> through <strong>VCCP<\/strong>\u2019s global content creation studio <a href=\"https:\/\/www.wearegirlandbear.com\/\"><strong>Girl&amp;Bear Studios<\/strong><\/a>. <strong>VCCP<\/strong>\u2019s digital experience agency <a href=\"https:\/\/wearebernadette.co\/\"><strong>Bernadette<\/strong><\/a> developed the animation approach for DOOH, social and YouTube. <strong>T&amp;P<\/strong> drove media planning and buying, and <strong>Coolr<\/strong> led social content.<\/p>\n<p><strong>Munnawar Chishty<\/strong>, <strong>CMO<\/strong> at <strong>Carlsberg Britvic<\/strong>, said: \u201cThis is more than a campaign, it\u2019s a new chapter for <strong>J2O<\/strong>. We\u2019re excited to bring the brand\u2019s signature fruitiness to life in a way that feels fresh, relevant and unmissable.\u201d\u00a0<\/p>\n<p><strong>George Wait<\/strong>, <strong>Creative Director<\/strong> at <strong>VCCP<\/strong>, added: \u201cFor many of us, <strong>J2O<\/strong> is synonymous with summer days in a pub garden, pretending to have a beer just like our parents. Today, with a more mature audience, <strong>J2O<\/strong> is still the king of sunny socialising. For the re-launch of this iconic product, we wanted to take that feeling a step further &#8211; distilling those social occasions into just the juice. No faff. No small talk. Just the juicy chat that matters. Skip the small talk, Get to the juice!\u201d<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z1laGJ2 wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        This is more than a campaign, it\u2019s a new chapter for J2O. \n        <cite>Munnawar Chishty, CMO at Carlsberg Britvic<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":66,"template":"","class_list":["post-20148","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"18257","hero_video":"","hero_image":{"ID":20151,"id":20151,"title":"Awkward Vicar - J2O\u2019s 'Get to the Juice' Campaign","filename":"J20-1.jpg","filesize":226067,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/j2o\/get-to-the-juice\/attachment\/j20-1","alt":"A vicar in white robes looks uncomfortable while slow dancing with a smiling woman in an orange dress at a party, under purple disco lights.","author":"66","description":"This playful scene from J2O\u2019s latest campaign, Get to the Juice, captures the awkward yet hilarious moment a partygoer finds herself slow dancing with a clearly out-of-place vicar. The campaign leans into the idea of cutting through awkward social moments to get straight to what matters \u2013 just like J2O does with bold flavour and big personality. With a refreshed tone and vibrant visuals, the campaign repositions J2O for a new generation of drinkers who are ready to ditch the dull and dive right in.","caption":"Not your average party pairing \u2013 J2O\u2019s new campaign Get to the Juice celebrates skipping the small talk.","name":"j20-1","status":"inherit","uploaded_to":20148,"date":"2025-07-24 11:32:20","modified":"2025-07-28 09:48:32","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1-768x720.jpg","Square-width":768,"Square-height":720,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-1-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"J2O Launches Bold New Brand Campaign - Get to the Juice | VCCP","meta-description":"J2O teams up with VCCP Blue for a vibrant brand refresh, targeting Gen Z with its punchy new campaign, Get to the Juice. Discover how the fruity favourite is skipping the small talk and reconnecting with a new generation.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/J20-2.jpg","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/20148","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/66"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=20148"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}