[London] Pepsi has chosen the U.K. as the test market for a possible pan-European launch of its Caribbean soft drink, Ting. The product, made of 6% grapefruit juice and sweetened with real sugar, is made in Jamaica. Pepsi picked the U.K. for the trial because of the country's large number of multicultural communities. Marketing will focus on London, using two radio stations there for promotions and contests. The campaign starts this week using the line, "It's a London Ting". Outside London, Pepsi will use a national sampling program to introduce the drink to its target audience of 16-24-year-olds. Omnicom Group agencies Tribal DDB, Manning Gottlieb OMD and Goodstuff are handling strategic planning, media and communications planning.
The launch puts Ting in head-to-head competition with Lilt, a Coca-Cola Co. fruit crush drink marketed using Caribbean imagery but made in the U.K. Ting is officially known as the national soft drink of Jamaica and was acquired by Pepsi in 2000. It has a cult following around the world but until now has not received widespread distribution outside the Caribbean.