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J2O

Experiential  |  Digital Content  |  Social Content  |  Video Content

Up Your J Game

Reinventing J2O for adult socials - one cocktail at a time

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The Challenge

J2O had a strong place in family moments but struggled to stay relevant in adult social settings. We needed to shift perceptions from “kids’ treat” to “grown-up indulgence,” showing that J2O could stand proudly in a glass alongside spirits and mixers.

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The Insight

Modern drinkers crave flavour, craft, and experience. They’re experimental, creative, and nostalgic - a perfect fit for J2O, which could bridge playful nostalgia with sophisticated mixology.

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The Idea

We launched a series of cocktail-making workshops hosted by mixologist Arjuna Brütsch, inviting audiences to rediscover J2O as the hero ingredient in bold, flavour-forward serves.
Beyond the live experiences, we created a social content series capturing the vibe, recipes, and energy from each event - turning intimate sessions into nationwide inspiration. 

My Role

  • Developed the campaign strategy and creative concept from brief to execution, pitching to external stakeholders

  • Helped shape the workshop format and secured mixologist Arjuna Brütsch as campaign talent

  • Oversaw production of the social content series to ensure storytelling aligned with the campaign’s tone

  • Briefed and collaborated with brand, events, and creative teams to deliver a seamless, premium experience across all touchpoints

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Results

  • Successfully repositioned J2O as a credible, versatile ingredient for adult social occasions

  • Drove brand reappraisal through experiential and digital storytelling

  • Amplified engagement across social platforms, extending the campaign beyond event attendance

  • Sparked a new wave of brand love by tapping into creativity, nostalgia, and social connection

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