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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 ?. Heineken’s new sparkling cider blend Designed with women 5% alcoholic, alternative to beer

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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


What is jillz
WhatisJillz?

  • Heineken’s new sparkling cider blend

  • Designed with women

  • 5% alcoholic, alternative to beer

  • Already a success in Europe


Situation analysis
Situation Analysis


Objectives
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
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
Creative

Escape the Ordinary


Creative1
Creative

Escape the Ordinary


Creative2
Creative

Escape the Ordinary


Media website social media
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
Media – Billboards

  • Toronto

  • Vancouver

  • Calgary


Media point of purchase
Media – Point-of-purchase

  • Bars

  • Nightclubs

  • Restaurants


Media magazines
Media – Magazines

  • Lou-Lou

  • Chatelaine

  • Flare

  • Elle




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