Integrated Marketing Communications Campaign: Hard Bucha

IMC Strategy

Gabriel Carabali, SoďŹ a Acosta, Alejandra Martinez, Miguel Calimbahin and Carly Schmidt

Vodka Infused Kombucha

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5% alcohol

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Made with organic ingredients

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105 cals per bottle

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3 grams of sugar per bottle

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Brand identity: black and white, unique packaging

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Available in 3 flavours

Target Market ● ● ● ● ●

Millennials Women (primary), Men (Secondary) Age: 19 to 30 years old Participate in casual drinking and lead a healthy and active lifestyle.

Social Drinkers

Survey Insights ➔ 70% of participants said they drink beverages such as tea, kombucha ◆

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Key Insight

70% said that package design impacts theirs buying decision

Sales Promotion ●

On-Shelves promotions → 20 Flagship Stores 3 days When: Canada Day long weekend 2020 Cost: $210, 000 CAD

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Coupon Program→ Given at events, pop-ups and trade shows When: between May and December 2020 Cost: $200, 000 CAD

Sales Promotion Total→ $410, 000 CAD

Public Relations ●

Press Release→ Ontario media outlets invited When: April 2020 Cost: $20, 000 CAD

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Product Website→ $20, 000 CAD

Public Relations Total→ $40, 000 CAD

Advertising ●

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Out of Home Advertising → Public Transit, key to target market ○

Will build brand identity: consistent messages

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When: May-July 2020, Oct - Dec 2020

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Cost: $160, 000 CAD

LCBO Food and Drink Magazine →Targeted times of year ○

When: Spring/summer and the holiday season: 4 times

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Cost: $40 000

Advertising Total→ $200, 000 CAD

Online and Social Media ●

5 Social Media Platforms → Instagram, Twitter, Facebook, YouTube, Spotify

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When: May 2020- May 2021

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Cost: $200, 000 CAD

Mobile →Banners, Video, Text ○

When: May-July 2020, Oct- Dec 2020

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Cost: $140, 000

Online Total→ $340, 000 CAD

Direct Marketing ● ●

Promotional Emails LCBO Subscribers When: May, launch of Hard Bucha and beginning of July

Direct Marketing Total →$50, 000

Experiential ●

Events → NXNE, Boots and Hearts, TIFF ○

Cost: $200, 000 CAD

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Pop-Ups → 3 pop-ups, lasting 1 week each

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Where: Trinity Bellwoods, Dundas Square, Distillery District

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When: Victoria Day week , Canada Day week, Christmas Market 2020

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Cost: $30, 000 CAD

Sales Rep Team → Hired for the year ○

2 full time, 6 part time, 2 part time inside reps for the year

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Cost: $300 000

Experiential Total→ $540, 000 CAD

Trade ●

Trade Shows → 2 Trade Shows Where: Spirit of Toronto, April 25, 2020 Cost: $ 60, 000 CAD

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Sales Rep Team → Hired for the year

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Limited Time Offer → $1.50 off 4 pack Where: LCBO stores, coordinating with on-shelf advertising Cost: $ 15, 000 CAD for 4 weeks

Trade Total→ $75, 000 CAD

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Our margin

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LCBO margin 40%

45%

Hard Bucha Retail Cost → $11.36/ 4 Pack ➔

Premium Product

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Profit: 12%, $1, 415, 000

Summary ●

Summary

Product Launch Annual → May 2020 - May 2021

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Timing and strategies chosen to maximize reach and sales Hard Bucha retail price: $11.36

Thank you