We helped launch TOMA’s DTC presence during their retail expansion — building a new Shopify site, running Meta Ads, and managing retention through email marketing. Through audience testing and positioning, we scaled the brand’s visibility and conversion across both new and returning customers.
TOMA is not your average Bloody Mary mix. It’s a bold, premium product made with clean ingredients and crafted for people who care about what’s in their glass — whether they’re mixing cocktails or mocktails. As the brand began expanding into retail, it became clear that DTC needed to play a supporting — and strategic — role. That’s where Media Jet came in.
Our challenge was to introduce TOMA online in a way that didn’t just say “buy this mixer,” but made people feel like this was their Bloody Mary brand. With new customers to acquire, returning customers to nurture, and a brand story worth telling, positioning was everything.
Our work with TOMA started from the ground up and touched every part of the digital experience:
Before any ads went live, we rebuilt TOMA’s Shopify store to reflect the quality and character of the product. This wasn’t just about aesthetics — we designed a fast, mobile-first experience with strong conversion best practices, upsell opportunities (e.g., bundles and subscriptions), and clear brand storytelling. The goal: make sure the site worked just as hard as the ads to convert and retain customers.
We knew that not every cocktail lover is the same — and positioning Bloody Mary mixers required real segmentation and testing. Rather than broad targeting, we approached Meta with an audience-first mindset:
Audience Discovery: We tested a wide array of interest and behavior-based segments — from brunch lovers and foodies to bartenders, hospitality professionals, wellness drinkers (mocktail fans), and spicy flavor seekers.
Creative Match: For each segment, we built creative that spoke their language. High-energy brunch videos for food lovers. Wellness-toned messaging for clean-ingredient seekers. Even UGC testimonials and spicy challenge content to speak to the bold flavor profile.
As data came in, we refined aggressively — pushing more budget into top-performing segments and narrowing in on the “ideal” TOMA buyer personas. This focus kept CPAs low and conversion rates strong, even as we scaled spend.
Once we acquired new customers, we immediately put them into a tailored email journey designed to educate, entertain, and encourage repeat purchases.
Flows Included: Welcome series with brand story and pairing tips, abandoned checkout flows, product education (e.g., “how to mix the perfect TOMA”), and seasonal promos.
Campaign Strategy: We timed campaigns around key seasonal buying moments — brunch holidays, summer barbecues, holiday gift sets — and featured recipe content to deepen engagement.
Email quickly became responsible for a strong share of revenue, delivering 20–30% of monthly sales and boosting LTV without increasing acquisition cost.
With a product like TOMA, positioning is everything. You're not selling a commodity — you’re selling a moment: a Sunday brunch. A vacation vibe. A flavor experience. And if the brand doesn’t show up in that context, it’s just another bottle on a shelf.
We leaned into what made TOMA feel different. Cleaner ingredients. Small-batch credibility. Premium packaging. And — most importantly — the personality of the people who drink it. That clarity in positioning allowed us to find the right buyers, speak their language, and turn transactions into brand loyalty.
TOMA’s DTC launch was a success, complementing its retail expansion with a profitable, scalable online sales channel. With a new website, performance ads, and strong retention infrastructure, the brand is now equipped with a flywheel that brings in new customers and keeps them coming back — whether they find TOMA in stores or online.
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