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British soft drinks brand J2O has just launched a hilarious new campaign that leans into the quirkiness and absurdity of "posh" culture.
Made together with VCCP London, the brand released a series of spots that stars three upper-class Brits enjoying an afternoon to themselves, together with J2O Mocktails.
In the 20-second "Mocko's," two friends talk about their respective J2O drinks — except no one could understand them but themselves.
"Daiquers Mocko! Yes, Daiquers. Quite," one girl says, to which her friend replies with "chin chin."
A new friend joins in the conversation, sitting on a tree branch from a distance.
"Marty-nay-nay. Mocko yah," he says on the absence of alcohol in his drink.
After even more indistinguishable jibberish, the spot ends with the tagline for J2O Mocktails: "They're well posh."
The campaign's other materials, including two 6-second spots, follow the same premise — rich Brits speaking their made-up language.
Poshos Love Mockos
J2O's latest campaign aims to tap into the younger audience through its humor, introducing itself as a self-aware premium brand that pokes fun at poshness.
"For our J2O mocktails campaign we set out to exaggerate the poshness of the products by satirizing the tropes of the very poshest members of society," VCCP Creative Director George Wait explained.
"With dialogue that ranges from the ridiculous to the completely incomprehensible, our campaign aimed to deliver the simple message that poshos love mockos! ('Mockos' meaning J2O mocktails for those of us that didn’t attend Eton.)”
Great Britain Marketing Director at Britvic, Munnawar Chishty, reinstated the company's goal to break boundaries within the soft drinks industry through the campaign.
"'They’re well posh' lands a compelling message about the premium nature of our new range in a brilliantly original and humorous way," Chishty concluded.
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