1 / 14

Escape the ordinary

Escape the ordinary. A Communication plan for the launch of Jillz Cider in Canada. Mitch Nystad, Tommy Laflamme, Kendall Thiessen , Xinxin Liu, Congcong Ren. What is Jillz ?. Heineken’s new sparkling cider blend Designed with women 5% alcohol, alternative to beer

miya
Download Presentation

Escape the ordinary

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Escape the ordinary A Communication plan for the launch of JillzCider in Canada Mitch Nystad, Tommy Laflamme, Kendall Thiessen, Xinxin Liu, CongcongRen

  2. WhatisJillz? • Heineken’s new sparkling cider blend • Designed with women • 5% alcohol, alternative to beer • Already a success in Europe

  3. Situation Analysis

  4. Objectives • Increase consumer awareness and recognition • To switch consumers from beer and competing cider brands to Jillz cider • To encourage trial usage amongst current cider users and 5% of the female beer drinking population and 27% of current cider users.

  5. Budget • Magazine usage: $ 1,646,778 • Billboard usage: $ 778,500 • Point of purchase usage: $ 936,000 • Website development: $ 30,000 Total Media Expenditure = 3, 391, 278

  6. Creative Escape the Ordinary

  7. Creative Escape the Ordinary

  8. Creative Escape the Ordinary

  9. Media – Website & Social Media • One time cost of creation • Creation of a Twitter and Facebook • Central hub of information pertaining to ourproduct www.jillz.ca

  10. Media – Billboards • Toronto • Vancouver • Calgary

  11. Media – Point-of-purchase • Bars • Nightclubs • Restaurants

  12. Media – Magazines • Lou-Lou • Chatelaine • Flare • Elle

  13. Conclusion

  14. Questions?

More Related