ting launches collaborative marketing campaign

ting, the sparkling soft drink made with real grapefruit juice, is looking to build on the success it has achieved since it was founded in Jamaica in the 1970s, by driving further awareness amongst UK shoppers with a new collaborative marketing campaign.

The brand has a loyal customer base but with the UK’s soft drinks market valued at £13.64 billion in 2020 and the mixers market growing in value by 29.6 per cent to £307.1m in 2020, there is opportunity to recruit new drinkers to ting, which is great served straight up or as a mixer.

ting’s new campaign focuses predominantly on social media and aims to increase brand awareness, broaden appeal and widen consumption. A significant part of activity will be brand collaborations to inspire consumers on the perfect food pairings for ting – a sharp, zesty, slightly bitter, yet refreshing grapefruit drink. Partnering with mixologist influencers will also introduce ting to new audiences and showcase a variety of occasions it can be enjoyed.

“We’re on a mission to have more consumers drinking ting and grow its already loyal fan base," said Terri Cooper, senior commercial manager at ting.

“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.”

Ting (330ml, RSP 45p) is available at Morrisons, Co-op, Asda, Ocado, Tesco, Sainsbury’s and Amazon.