What the top beverage brands do on Instagram and how to follow suit USA Annual Beverage Trade Tasting and Business Conference 16 & 17 May, 2017. NYC
Three campaigns spring to mind when we think of what one can do to emulate the success of top beverage brands on Instagram.
PepsiCo’s Lipton Brisk brand took advantage of the South by Southwest festival. They created a hash tag for users to share their photos under and the winning photo would then appear on 4,000 cans to be distributed at the festival. Rather than appealing to the masses, they directly appealed to the right consumer.
There can be no argument: Starbucks is a top beverage brand. Look at Instagram and see just how many #starbucks photos there are. That is free advertising. They change things up, too, though. They created a #5more tag, encouraging users to share how they would spend just 5 more minutes of summer.
Red Bull kicked it up a notch. Their followers were the very first to hear Coldplay at Red Bull’s Soundspace studio. They also ran a photo contest publicly challenging an Instagram user to a race to gain followers. The agreement was that the winner got to post a picture on the loser’s account.
There is one thing that all of these campaigns had in common: engagement. Mike’s Hard Lemonade proved earlier this year that combining fun and an attempt at humor can go far. They introduced their new watermelon flavor on Instagram in May. The post featured a picture of the lemonade bottles in a basket, with a watermelon behind it and a cup of watermelon chunks next to it. The tagline was “The one in a melon taste is here�. It sounds cheesy, but it worked and was shared widely and racked up the comments, too.
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