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Escape the ordinary

This comprehensive communication plan focuses on launching Jillz Cider in Canada, highlighting its unique blend, design for women, and success in Europe. The objectives include increasing consumer awareness, shifting consumers from rival brands to Jillz, and encouraging trial usage. The allocated budget covers magazine, billboard, point of purchase, and website development expenses, ensuring a total media expenditure of $3,391,278. The creative concept revolves around "Escaping the Ordinary," emphasizing the brand's distinctiveness. Media strategies include website and social media creation, billboard placements in Toronto, Vancouver, and Calgary, point-of-purchase promotions in bars, nightclubs, and restaurants, and magazine ads in Lou-Lou, Chatelaine, Flare, and Elle. This plan is designed to captivate the target audience and establish Jillz Cider as a standout choice in the Canadian market.

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Escape the ordinary

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  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?

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