This Ting Marketing Campaign Targets Curious Mixologists
Michael Hemsworth — November 10, 2021 — Marketing
References: jamaicating & conveniencestore
This Ting marketing campaign is being launched by the brand online in the UK to help increase interest in the sparkling Caribbean soda as a great option for use in classic cocktails and mixed drinks.
The campaign is seeing the brand partner with mixologist influencers and will take place mostly on social media where consumers will be encouraged to try different food pairings. This helps to position the soda well as a refreshment that is great to enjoy on its own or as part of an alcoholic recipe.
Senior Commercial Manager at Ting Terri Cooper commented on the new Ting marketing campaign saying, "Ting is unique in that it is enjoyed as much as a mixer for spirits as it is alone as a soft drink. The mixer market grew by almost a third last year as Brits mixed more drinks at home so there’s a real opportunity for retailers to grow sales. We are keen to support retailers to maximise sales, which is why we have invested in a collaborative marketing campaign that will raise awareness of Ting amongst new consumers and highlight its unrivalled versatility as a mixer. It’s not only ideal for cocktails but pairs perfectly with spirits too and can be enjoyed at parties, intimate get togethers and even when you want something just a little alternative when you’re home alone.”
The campaign is seeing the brand partner with mixologist influencers and will take place mostly on social media where consumers will be encouraged to try different food pairings. This helps to position the soda well as a refreshment that is great to enjoy on its own or as part of an alcoholic recipe.
Senior Commercial Manager at Ting Terri Cooper commented on the new Ting marketing campaign saying, "Ting is unique in that it is enjoyed as much as a mixer for spirits as it is alone as a soft drink. The mixer market grew by almost a third last year as Brits mixed more drinks at home so there’s a real opportunity for retailers to grow sales. We are keen to support retailers to maximise sales, which is why we have invested in a collaborative marketing campaign that will raise awareness of Ting amongst new consumers and highlight its unrivalled versatility as a mixer. It’s not only ideal for cocktails but pairs perfectly with spirits too and can be enjoyed at parties, intimate get togethers and even when you want something just a little alternative when you’re home alone.”
Trend Themes
1. Soda Mixology Trend - The growing trend of mixology using non-alcoholic ingredients such as soda presents opportunities for brands like Ting to position themselves as versatile mixers that complement both common and unique alcoholic recipes.
2. Social Media Marketing Trend - Social media is becoming an increasingly important platform for marketing campaigns, offering brands like Ting an opportunity to partner with influencers and engage with new consumers through interactive content.
3. At-home Mixology Trend - As the trend towards at-home mixology continues to grow, brands like Ting can provide consumers with a unique and versatile mixer option that adds a touch of Caribbean flavor to their cocktails.
Industry Implications
1. Beverage Industry - The beverage industry, specifically the carbonated soda and mixer segments, can benefit from the trend towards at-home mixology and the growing demand for versatile mixers that complement different alcoholic recipes.
2. Social Media Industry - The social media industry, particularly marketing agencies and influencers, can leverage the growing importance of interactive content to develop partnerships with brands like Ting and engage with new audiences.
3. Retail Industry - The retail industry can benefit from the growing interest in at-home mixology by offering consumers a diverse selection of mixer options, including unique and regional brands like Ting, to differentiate themselves in a competitive market.
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