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Pepsi's Ting in UK launch.(Brief Article)
Omnicom agencies are brought together to introduce the Jamaican fruit drink.
Pepsi has picked the UK for a test launch of a fruit crush soft drink to challenge Coca-Cola's Lilt in Europe; Omnicom will handle the launch.
Ting, a grapefruit-based product manufactured in Jamaica, will be marketed heavily on its West Indian origins.
Lilt, despite a history of advertising associating it with the Caribbean, is neither produced nor sold in the UK.
A number of Omnicom agencies have been brought together to introduce Ting into Britain with a campaign targeting 16- to 24-year-olds.
Its debut coincides with Ting's appearance in Tesco supermarkets across the country, as well as Asda and Morrisons outlets in London. Previously, the product was sold only in ethnic stores.
Pepsi bosses have picked the UK in general and London in particular as a European test-bed for the product because of its large number of multicultural ...
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