It’s the first lesson of Marketing 101: Be memorable
Of course, standing out in a sea of swag is easier said than done.
Middlesex County, already a step ahead in its marketing game (you’ve seen its commercials, billboards, and promotions at Newark Airport, right?), used this week’s State of the County address to reveal its latest effort to do just that.
Middlesex Mist.
That’s right — the county has its own branded beverage.
To be sure, the flavor isn’t unique. Think Sprite, 7‑Up, or Sierra Mist, depending on your age bracket.
But the can sure is.
Green, with a yellow lemon and the Middlesex County name in white and all CAPS. The county’s tagline — “Move Here. Thrive Here” — also appears.
Shannon Tambini, the county’s director of marketing and the brains behind the beverage idea, explained the thinking behind it.
“We wanted a prop for our business team when they go to conferences or meet with businesses,” she told BINJE. “It’s a unique giveaway. It’s memorable.
“We want to make sure we get the Middlesex County brand in people’s hands — that’s what it’s all about.”
And there just happened to be a Middlesex County company happy to assist.
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MetaBrand is a privately held beverage formulation and manufacturing company in Edison that helps entrepreneurs and established brands take drink concepts from idea to finished, market‑ready products through in‑house development and co‑packing services.
Here’s what that really means: CEO Craig Fortin and his team help beverage products get to market — helping with taste and taking care of the production.
“We love entrepreneurs,” he said.
Fortin jokes that MetaBrand can help in every step of the process except design.
“We know what we’re good at — and it’s not that,” he said.
That was a perfect match for Middlesex County.
Of course, matches come down to money.
Here’s the big question: How much does something like this cost?
Fortin said there are a number of cost variables, starting with how complicated it is to create the right taste. Then there’s the size of the run. Preparing for a run — which includes thorough cleaning before canning — has a cost, too.
That means even the smallest runs can hit five-figures.
“You have to think of it as a marketing cost,” Fortin said.
Fortin, however, views it as a potentially new revenue stream.
MetaBrand, which was founded in 2012, already helps hundreds of companies a year. And it’s always looking for more.
Fortin, in fact, said the company is looking to find cost-effective ways to help companies looking to do smaller runs — particularly items created to be used more for marketing than retail sales.
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When Middlesex Mist made its debut, Tambini and her team arranged the cans in the distinctive “M” shape of the county logo (it’s all about touch points), inviting the overflow crowd to take one home.
Didn’t get yours? No worries.
Friday Fun Day
At BINJE, we like to send you into the weekend with something light — and maybe a laugh. Here are some of our best efforts this year:
4/10: Pork roll and promotions: How Jersey Shore BlueClaws do it right
4/3: When Bordentown becomes ‘Chocolate town’
3/27: Cleaning up nice: A tidy way to spur CRE in Jersey City
3/13: Tie one on: Should men still wear ties?
2/27: Rating the new food at Red Bull Arena
The county purchased approximately 5,000 units — enough to ensure they’ll appear at county events, and with county officials, throughout the spring and summer.
“We saw it as a great investment,” Tambini said.
And a chance to promote the county on a can. It does just that on the back.
“The World’s First Business Soda,” reads a small headline, followed by an explainer:
“Middlesex Mist is crafted to quench the thirst of business leaders everywhere with the lemon‑lime flavors of success. Pair it with our top‑tier talent pool and enjoy refreshing business results with every sip.”
It ends with a nod to the bottler: Proudly manufactured by MetaBrand — Edison, NJ.
“We wanted to give exposure to a great partner in Middlesex County,” Tambini said.
That’s Marketing 101.
