Cocktails by Jenn Case Study

Challenge

Jenn's Cocktail Company was conceived as an innovative spirits company that created a stylish new lifestyle brand called Cocktails by Jenn. Targeted toward the female cocktail drinker, Cocktails by Jenn is a collection of flavored, ready-to-drink, premium-vodka cocktails packaged in a purse-shaped tote. The company had a fresh, flirty, creative vibe - it just needed someone to trumpet their message.

The CCA Solution

Keep in mind this launch was just as Sex and the City was reaching into cultural apogee so -- Cocktails? Parties? Girl power? Please! This one was a slam dunk for us. The goal for this public relations program was to blend the high-fashion packaging and high-quality drink profile by conveying the message of "style and portability" to major women's lifestyle publications. In tandem, CCA aimed to create buzz among women consumers by sponsoring social and charitable events in major markets. This campaign positioned Cocktails by Jenn as a fun, flavorful, ready-to-drink cocktail; perfect for gift-giving or girls' nights in.

To accomplish this we needed a national press hit from a noted food and beverage reviewer. We also sought out savvy fashion, business and social events at which to serve the cocktails.

Our execution was two-fold:

Media
Before out first announcement, we secured the Today Show.com—quite the starting point.  Then, an initial press release announcing the new brand went out regionally on PR Newswire. We then focused on top trend publications for women ages 21-45 years old, who read them for beauty, fashion and entertaining tips. Next, we targeted major newspapers in cities where Cocktails by Jenn was new. Email announcements with a picture of the cosmopolitan tote, bottle and glass served as a teaser before sending product samples to major consumer and trade media.

Consumer
We built awareness and consumer demand in our home state of California - one of three West Coast states to sell Cocktails by Jenn at the time of launch. A series of super-hip parties featured Cocktails by Jenn, served in bottle with a colored straw. Guests were encouraged to try any of the four flavors and tell their friends. As the cocktails became available in other states, more events followed. The list of parties included: Nordstrom shopping nights with Lucky magazine, Crave pampering party, Karen Neuberger's 10-city Girlfriends Book Tour, a launch party for FashionBliss.com, a charity fundraiser for the Juvenile Diabetes Research Foundation, and networking events for PowWow and LiftWomen.org. The rest is history. Girl Power Networking has a life of its own. Cocktails by Jenn was sold within 1 year of launch for over $15 million.

A Sample of Press Results

Cocktails by Jenn was sold within 1 year of launch for over $15 million.

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