Brtivic calls in Shine for J2O

Britvic has called in Shine Communications to run a music competition for fruit juice brand J2O.

J2O: Shine appointment
J2O: Shine appointment

Shine won the brief following a four-way pitch, and this means it will now join the Britvic roster of agencies.

J2O has just launched a new advertising campaign with the strapline 'it's better to mix things up'. J20 is launching a competition which focuses on unexpected music mix ups to promote its marketing message. Participating venues will be encouraged to campaign to host one of three events where famous bands will play in local venues. 

Shine is in charge of signing up participating bands, brokering the deals and liaising with participating pubs and bars. It will promote the competition online and offline prior to the event, and during the three gigs in July. It will particularly target 25 – 30 year olds.

Shine director Erika Kessel will report into Britvic external comms manager Emma Peacock. The agency has initially been brought in on a project basis, but is in discussions with the brand for a longer retained contract.

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