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Escape the Ordinary: A Communication Plan for Jillz Cider Launch in Canada

This strategic communication plan aims to introduce Jillz Cider, an alcoholic sparkling beverage owned by Heineken, to the Canadian market, focusing on increasing consumer awareness, encouraging trial usage, and capturing a share of the female beer drinking population. The plan outlines a budget allocation for magazine, billboard, point-of-purchase, and website development to effectively reach the target audience. Creative advertising elements such as "Escape the Ordinary" slogan and media placements in Toronto, Vancouver, and Calgary aim to differentiate Jillz from competitors and resonate with women consumers. The plan emphasizes the importance of creating a central digital hub on Twitter, Facebook, and a dedicated website (www.jillz.ca) to provide product information and engage with consumers. By leveraging various media channels and a compelling creative approach, the launch of Jillz Cider in Canada is poised for success.

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Escape the Ordinary: A Communication Plan for Jillz Cider Launch in Canada

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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? • Owned and produced by Heineken • Alcoholic sparkling cider beverage • Already a success in Europe • Targeted towards women

  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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