Who’s Who in 2022, Business: Cashmere Syrups

Cashmere Syrups won this year’s Bishopp Award for Marketing Excellence at the 2022 Moreton Bay Business and Innovation Awards after significant changes to the company’s marketing strategy.

The change drove a 900 percent increase in the company’s paid media spend and turned its focus to digital media.

About Cashmere Syrups

A company born out of COVID lockdowns won this year’s Bishopp Award for Marketing Excellence at the 2022 Moreton Bay Business and Innovation Awards.

Brendale-based Cashmere Syrups is a product of The Rainbow Syrup Company, which has supplied slushie concentrates, coffee syrups and cocktail bases for cafes, restaurants, theme parks, schools, and markets across Australia for almost 20 years.

Before 2020, The Rainbow Syrup Company focused on wholesale and events, but with COVID-19 lockdowns drying up demand, the company was forced to rethink the way it did business.

Cashmere Syrups, which produces gourmet syrups for coffee, cocktails and iced tea, as well as scented candles, was the result.

It’s focused on selling directly to customers online and marketing director Jacob Dryer says with a change in customer base came the need for a change in marketing strategy.

“We knew we needed to do something different, so we dipped our toes into selling directly online - and Cashmere Syrups was born.”

As a business-to-business manufacturer, marketing was not a huge focus for The Rainbow Syrup Company – but it’s been crucial to the success of Cashmere Syrups, with the world of e-commerce relying heavily on marketing and especially digital.

In less than six months, Cashmere Syrups grew their paid media spend using Facebook, Google and YouTube advertising from $30 a day, to more than $3000 a day in their busiest holiday periods.

They have also invested in video production, user-generated content, influencers/creators, email, conversion rate optimisation, data analysis, physical marketing and direct outreach.

Using YouTube, Cashmere Syrups have created a series of video recipes using their syrups – Anzac biscuits using Butterscotch syrup and white choc scones using Turkish Delight syrup among them.

Since May 2020, they have taken more than 65,000 orders online.

Jacob says winning the Bishopp Award for Marketing Excellence meant a great deal.

“Cashmere Syrups was only born at the start of 2020 and this is the first recognition at an awards level that we have received,” Jacob said.

“To receive that kind of recognition in a very prestigious competition is a huge honour and we’re super appreciative of everyone.”