January 2025

To open 2025, Mingle introduced its latest flavor — Pineapple Paloma - through an exclusive partnership with Whole Foods Market. The goal: spark buzz in January without relying on “Dry January” messaging, while making the Paloma feel like an all-season staple.

The question: how do you turn a winter launch into something bright, craveable, and undeniably in season?

A person holding a yellow can of Mango Monstrol beverage in front of airplane window with a view of the sky and clouds.

Serving Summer On Ice Campaign

The Problem

January marketing was flooded with “reset” messaging, but Mingle wanted to stay true to its joyful, uplifting tone. The challenge was to maintain cultural relevance while ensuring the Pineapple Paloma launch stood out - both online and on shelves.

The Solution

The creative direction, “Summer on Ice is Served,” brought a touch of vintage ski culture and playful escapism to the launch. In partnership with Whole Foods Market, Mingle rolled out social promotion and retail support to amplify visibility. Photography and content were crafted to feel timeless - fueling ads, social, and e-commerce. Messaging centered around versatility, reinforcing the “Mix or Mingle” ethos: the freedom to enjoy it your way.

Canned cocktail, box, and sunglasses on snowy surface, with a plain background.

The Results

+6,256%

net sales growth since December 2024 launch in Whole Foods Nationwide.

7 of top 10

SKUs in the NA set, driving 50% of total category sales in June.

+252%         

YoY unit sales growth, sustained sales and velocity lift year to date.

Projects + Deliverables

Campaign Concept & Messaging

Photo & Content Production Collaboration

Whole Foods Market Partnership Assets

Social Rollout & E-commerce Creative

A collection of Mingle pineapple palmagua boxes, a blue cooler with a white top, an ice scraper decorated with snowflakes, and promotional cards with winter themes, all placed on snow.

The Pineapple Paloma PR mailer brought the “Summer on Ice” concept to life - featuring a retro blue cooler packed with product, vintage ski–themed postcards, and playful stickers that invited recipients to chill, sip, and serve summer on ice.

The Mingle team partnered with Bethenny Frankel’s team to create a TikTok video that showcased the Pineapple Paloma launch - blending Bethenny’s signature humor with Mingle’s bright, spirited energy.