DRINKS WORTH
THE SQUEEZE

Frobishers is a national brand of soft drinks, best known for their fruit juice. Their core market is the pub and restaurant trade and they were looking to diversify and improve upon their existing Amazon offering. The Direct-to-Consumer experience was essential in order to have more control over packaging and brand experience, something that was not possible with their Amazon seller account that didn’t align with their sustainability values. This was the first time the brand would be selling directly to consumers instead of through a distributor or wholesaler.

To make shipping viable, minimum order quantities of 12 or 24 bottles are required. Users can then select any combination of 23+ sku’s in their chosen 12/24 denomination.

Amazon only fulfils fixed combinations, but the website allows complete flexibility to create any combination you like. Both Amazon Prime and the website offer 48-hour delivery, but the website goes further, letting you select your delivery day up to two months in advance – all at no extra cost. Selling D2C also gives Frobishers full control over their sustainable packaging, an option not feasible with FBA (Fulfilled by Amazon).

Frobishers implemented a CPA-focused paid media strategy to drive customer acquisition and improve performance across channels. Customers who visit the Frobishers website, browse products, or add items to their cart without completing a purchase are retargeted with tailored adverts encouraging them to return and finish their order. Over 12 months, this approach delivered impressive results, including a 37% decrease in Meta CPA, a 70% increase in Meta ROAS, and a 78% decrease in PPC CPA, highlighting the effectiveness of the strategy in boosting conversions and maximising return on investment.

Using a combination Google Shopping, PPC and organic visibility, Frobisher’s are able to compete against Amazon and other D2C drinks brands.