canada dry ginger ale - mktg communications presentation

Canada Dry Ginger Ale

XMS&S: Minneapolis

The Holiday Beverage

CDGA Communications Proposal

• “Made with real ginger”• Printed on cans, bottles and box• Television ads• Website- no reference

Current CDGA Strategy

CDGA Communications Proposal

Current Consumer Perceptions• Confusion about brand

• Healthy?• Sickness Remedy?• Similar to Dr. Pepper / 7-Up?• Older person’s beverage?

• Positive Feedback• Holiday beverage• Many uses• Premium brand

CDGA Communications Proposal

Proposed Brand Strategy Positioning Statement:

“To mothers aged 35 and up, with a household income over $60,000 and who are hosting family or holiday celebrations, CDGA is the one must have soft drink because it can be used and enjoyed by all of her guests in a variety of ways while making her look like a great hostess.”

Brand Essence:

Functional – Many uses

Symbolic – Holiday / party beverage

CDGA Communications Proposal

Communication ObjectivesTop Priori ty:

Increase understanding, liking and ultimately use (or purchase) by women over 35 with a household income above $60,000 for holiday celebrations and parties that they host.

Secondary Priori ty A:

Transform understanding of CDGA from that of a sickness beverage to that of a holiday or celebration beverageamong current and potential users of the product.

Secondary Priori ty B:

Leverage the preference/use of CDGA during the holidays by the group towards whom we are positioning our communications in order to increase understanding among consumers with whom we are not already communicating.

CDGA Communications Proposal

Communication Tools: Positioning• Magazine ads

• Newspaper ads

• In-store promotions

• Internet strategy• Website• Banner ads• Mommy blogs• Recipe contest

CDGA Communications Proposal

Magazine Ads• 3-page glossy foldout

• “O”, Gourmet, Working Mother, Harper’s (Catholic Digest)

• 1 unified theme and 3 subthemes• Primary: Holiday party scene• Sub: Mom, Dad and the kids

• 3 seasons: Christmas, Easter and summer• October – December• February – April• May - August

CDGA Communications Proposal

Newspaper Ads• 1-page insert

• Tear-out recipe

• 1 unified theme chosen from magazine ads• Primary: Holiday party scene• Sub: Mom, Dad and the kids

• 3 seasons: Christmas, Easter and summer• Sunday before Christmas (Top 50 markets)• Sunday before Easter (Top 20 markets)• Sunday before 4th of July (Top 20 markets)

CDGA Communications Proposal

Advertising Schedule

CDGA Communications Proposal

Print AdsObjectives:• Create understanding of product uses• Create holiday image• Drive traffic to website

Effectiveness Testing:• Visitors to website• Survey understanding of use pre & post• Survey association with holidays/parties

CDGA Communications Proposal

In-Store Promotions @ Premium Stores• Sampling

• CDGA “punch”• CDGA stand-alone

• Coupons• 50 cents-off 2 lt. bottles

• Recipes• Handout recipe cards• Website information on recipe card

• Prominent creative can display

Objective: Increase understanding, preference and sales

CDGA Communications Proposal

Internet Strategy• Website

• Leverage existing recipe content• Central node of communications push• Measure of print ad effectiveness

Objective: Create understanding of CDGA uses

• Banner ads• Provide push to website• Specifically targets holiday entertainment searches

Objective: Pull target to website at optimal time

CDGA Communications Proposal

Internet Strategy – cont’d• Mommy blogs

• Existing credible relationship with target

Objective: Increase use of CDGA during Christmas season, drive traffic to website.

• Recipe contest

• Create credible content for website• Generate buzz

• Magazine ads• Mommy blogs• Product packaging

Objective: Create credible content for website; create brand buzz and reason to talk about CDGA in blog.

CDGA Communications Proposal

Integration of Tools• Commonality

• Holiday party• Many uses• Creative use of cans

• Complementary• Different tool objectives• Moves customer through response hierarchy

• Coverage• Diffusion of media• Old school • Tech savvy

We invite the opportunity to party with you!

“Re de fining the bus ine ss of building s trong brands”

XMS&S: Minneapolis