Invented from scratch by WW, Big Tom is a spiced tomato juice in the premium adult soft drink and mixer sector, to make Virgin and Bloody Mary’s. Made by James White Drinks Ltd, specialist producer of premium and organic fresh juices, the brand has achieved significant sales success with listings in the on and off trade, and high levels of consumer and trade recognition. The brand is the definitive drink of its kind in the UK and has a Royal Warrant holder from HM The Queen.WW created a name, visual identity and overall brand identity that reflected the product’s difference to its competition. Its powerful, spicy, ‘full’ taste truly enlivens the palate – unlike some other tomato juices.
Marketing activity has always been focussed on the trade: initially the immediate task was to devise a trade awareness campaign to communicate Big Tom’s existence and the potential profits that could be made by stocking. We needed to interest bar and shop staff/management to gain their enthusiasm and sell in. Subsequent competitions, virals and promotions towards consumers have continued its success.