Non-alcoholic cocktail mixer brand Tipsy Tiger has launched a fun campaign as part of which it has come up with a LinkedIn account of their product. Featuring a quirky cover and profile image, the brand has tried to position itself as an angel (investor) for cocktails.
The campaign has been planned and executed by digital agency Kakkoii Comms.
The word ‘cocktails’ usually paints the image of fancy glasses, complex orders, and a certain mysterious perfection. But Tipsy Tiger says it is here to shake things up with its unapologetic flair.
The brand has given its cocktail profile a human touch with proper about me description, defining the skill set and features of the cocktail.
Yousuf Rangoonwala, Founder and Head of Strategy of Kakkoii Comms, Entertainment and Tech, said, "This project started a year ago when we wrote the brand positioning. Today, as we launch Tipsy Tiger, I couldn’t be more excited. Our approach is to introduce light-heartedness and realism, in a sector known only for appropriateness and pretentiousness.”
“The man in a tiger suit is not an ordinary mascot. He is the voice giving reality checks and setting the party mood, wherever he goes,” said Rangoonwala on the human appearance of the cocktail on LinkedIn.
The brand defines itself as a mischievous cocktail brand for an anarchist world. As the world gets difficult to tolerate every day, with the never-ending pandemic, politics and problematic people, the brand's icon, a person in a tiger suit tells you to deal with it, through a cocktail glass in hand, and fun.
Through various comic-book-style posts on Instagram and a hilarious profile resembling that of a real employee on LinkedIn, Tipsy Tiger tells you to relax, make a cocktail and get back at everything with sass and a dash of self-love. They shared a series of multiple comics on Instagram to position Tipsy Tiger as a fun cocktail brand.
Tipsy Tiger also relies on moment marketing to stay relevant.
Abhishek Chopra, one of the three founders of the brand, said, “My friends Rushil Bhatia, Sagar Sarin and I had this idea a few years ago, but the conviction to start Tipsy Tiger arrived in Feb 2020. We knew the potential of this market and we weren't going to let the pandemic stop our entrepreneurial desire. Our goal is to bring bar like quality of cocktails to the fun, fuss-free setting of home.
“Each cocktail we've developed has a twist. We’ve experimented with a lot of ingredients, bitters, and aromatic oils to pack a real punch in the four mixers. We’re thrilled to work with Kakkoii in creating a brand that becomes a chillout essential, both in product and spirit,” added Chopra.
An Amazon-first brand right now, Tipsy Tiger's cocktail mixers, are available in four flavours so far — Old Fashioned, Bloodiest Mary, Orange Mojito with Kaffir Lime and Whiskey Sour. The non-alcoholic mixers, which will also be sold through retail shops very soon, stay true to the traditional recipe but have been given a twist with exotic fruit extracts, balanced flavours, and less than 3% or 5% sugar. The products can also be used as mocktails, by teetotalers.