BBH goes multicultural for Britvic’s ‘Joy in the Blend’

Britvic has a new version of its J20 drink, mixing orange and passion fruit, and is plugging this as ‘Joy in the Blend.’ Which isn’t all that interesting.

But BBH’s launch campaign is, doing its multicultural bit by mixing hip hop dancers and Oirish folk musicians, a first as far as I know.

Could have been awful and patronising in less safe hands – a tricky task finely executed.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.