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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 ?. Owned and produced by Heineken Alcoholic sparkling cider beverage Already a success in Europe
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Escape the ordinary A Communication plan for the launch of JillzCider in Canada Mitch Nystad, Tommy Laflamme, Kendall Thiessen, Xinxin Liu, CongcongRen
WhatisJillz? • Owned and produced by Heineken • Alcoholic sparkling cider beverage • Already a success in Europe • Targeted towards women
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
Creative Escape the Ordinary
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
