Escape the ordinary

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

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

Situation Analysis

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.

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

Creative Escape the Ordinary

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

Media – Billboards • Toronto • Vancouver • Calgary

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

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

Conclusion

Questions?

Escape the ordinary