To build a successful campaign, we often have to go to the root of a company’s unique brand position and how we can capitalize on it. Ting Jamaica approached Stush Marketing with one major vision in mind; make us the crowd favourite again.
Ting Jamaica started as a unique twist to the carbonated beverage market in Jamaica, fusing natural grapefruit flavours with the sparkly excitement of a traditional beverage. Ask any Jamaican home and abroad and they will sing praises of the wonderful properties of an ice cold Ting, whether straight or chaser.
TELEVISION AD PRODUCTION
THE CROWD FAVOURITE
Once we established the goals of what we wanted to achieve for the brand, we got started on the visuals. Miss Universe Jamaica winner, Kaci Fennel, became very popular with her placing in the Miss Universe pageant which is viewed by millions globally, after wearing a short haircut which went against the usual displays by other contestants at the time. Her defiance of the norms while remaining poised, energetic and youthful made her a match made in heaven for the brand. Kaci came aboard with much fanfare, which included a signature photoshoot bringing the grapefruit flavour to life while combining the leading design aesthetics with the authentic Jamaican experience. Special video content was then generated showing the versatility of the brand in use as a chaser, making any cocktail significantly more exciting.
EVERY TING NICE
The focus on content creation via photoshoots, video production and graphic design opened an entire bottle of new possibilities for the brand. This included a beautiful new website, new store brand placements, a completely revamped social media presence and other key design elements which are carried out through the brand till this very day. A good brand stands strong in the face of adversity, but a great brand stands the test of time. Our efforts led to Ting bringing us on their global effort to expand the brand, leading to new campaigns across New York, Atlanta and Miami, with even greater prospects of expansion in the future.