Tesco is now selling the sparkling grapefruit soda and unofficial soft drink of Jamaica, Ting, in its soft drinks’ aisles as well as the world foods section of stores.
Cott Beverages-owned Ting is a sister brand to Old Jamaica Ginger Beer, the UK’s number one ginger beer.
According to the company, Ting hopes to replicate the success of its Caribbean stablemate with product sampling across selected Tesco stores, a social media campaign and revamped website.
The social media campaign is designed to grow Ting’s online community and engagement with the brand. Its launch coincides with the UK’s celebration of what would have been reggae legend Bob Marley’s 67th birthday on 6 February 2012 plus celebrations marking Jamaica’s 50 years of independence in 2012.
According to Cott, the campaign will inlucde creative competitions, proactive wall engagement, blogger outreach, spotify playlists and a host of other activities; all geared to growing ting’s fan base on and offline.
It will be supported by the brand’s recently redesigned website, which showcases the history of the brand, a range of Ting inspired cocktails and a store-finder facility,
Heather Jones, senior brand manager at Cott, said: “We are absolutely delighted to have secured the distribution of Ting in the main soft drinks’ aisles at Tesco and very much see this as the first step toward the brand becoming the UK’s favourite crush drink. This is just one campaign amongst a number of initiatives we have planned throughout the year, all of which will look to drive greater brand awareness and interest.”