The Great Jamaican Tonic Water Product Launch


September 14, 2020



Image

Case Study:

The Great Jamaican Tonic Water Product Launch

Case Study:

The Great Jamaican Tonic Water Product Launch

Brands:
The Great Jamaican & Cirka Distilleries
Campaign Producer:
Andrew Johnson
Brands:
The Great Jamaican & Cirka Distilleries
Campaign Producer:
Andrew Johnson

Mandate:


Launch The Great Jamaican’s tonic water in the Canadien market while creating an association with a local gin brand, Cirka.

Target Audience:


Gender:Male & Female
Age:18 to 35 years old
Geo:Living in Canada

The Platform Strategy


Instagram is where our target audience of 18 to 30 year old millenials spend the majority of their time online these days, therefore we focused our efforts on this platform.

In Canada, 12 760 000 people use Instagram, which accounted for 33.8% of its entire population.

(Source: Instagram)

In Canada, people aged 20 to 34 are the largest user segment group.

(Source: Instagram)

In Canada, Instagram is the second-most downloaded free app in the Apple app store.

(Source: eMarketer)

In Canada, Instagram is the fastest growing social media platform.

(Source: eMarketer)

The Communication Angle


We asked Canadians
What’s your #GreatGinTonic?


A Mixology Commercial


We started by producing a commercial that presented the idea of a #GreatGinTonic. The commercial showcased Montreal’s award winning mixologist Elise Sergerie making her version of a #GreatGinTonic.


Mixology Photos


We also produced a series of photos with our mixologist Elise Sergerie mixing her #GreatGinTonic cocktail to perfection.

Image
Image
Image
Image
Image
Image
Image
Image
Image

    Third-party validation from influencers


    We asked 87 influencers from across Canada to join us in the launch of The Great Jamaican’s Tonic Water. Each influencer posted a photo in their feed of their Great Gin Tonic cocktail using the hashtag #GreatGinTonic. The influencers we enlisted had a combined following of ~2 million people.

    Campaign Launch Day


    On Wednesday July 22nd 2020, we posted the commercial and the beautiful photos we had produced of Elise making a #GreatGinTonic on The Great Jamaican’s Instagram account. On that same day, between 12pm and 3pm, our 87 influencers posted a photo of their #GreatGinTonic cocktail.

    This coordinated launch created a buzz unlike anything The Great Jamaican brand had experienced beforehand online, and it drove thousands of new users to The Great Jamaican’s instagram account.

    The Global Results


    7 days after the campaign was launched these were the results in the Canadian market:

    1.6mpeople reached
    3.3mimpressions delivered
    101kuser engagements

    The Customers


    Mylène Roy
    The Great Jamaican Brand Manager
    I-D Food Corporation

    "The AMJ team worked with us to find new ways to attract consumers' attention. The Great Gin Tonic campaign and the commercial they produced for us left no one indifferent on social media the day we launched on July 22nd. Never has the interest for the brand been so strong in Quebec. The sales of our new tonic water have largely exceeded those of our previous product launches during the first months!"
    Victoria Slodki
    Marketing Director
    Cirka Distilleries

    "Working with AMJ Media's team was a breath of fresh air. Andrew and his team were tasked with creating a campaign that would showcase not one but two unique complementary brands with their own brand identity. Not an easy feat, but his team rose to the occasion. Their knowledge and skill in the area of influencer marketing as well as building and running impactful ad campaigns is second to none. Over a month and a half later and we continue to see the impact of the campaign on our social media platforms and its ripple effect into sales. Great team, great communication and killer campaign! I look forward to working together in the future."

    The Creative Teams


    AMJ Media Creatives


    Producer & Strategist:
    Andrew Johnson
    Co-Producer & Strategist:
    Ann-Stephanie Dumont
    Co-Producer:
    Benjamin Brennan
    Campaign Coordinator:
    Adriane Wasserman
    Ad Buyer:
    Alex Tossounian
    Web Designer:
    Émile Séguin

    Independant Studios Creatives


    Producer:
    Andrew Johnson
    Co-Producer & Art Director:
    Ann-Stephanie Dumont
    Co-Producer:
    Benjamin Brennan
    Director / Editor:
    Jordan Lavery
    DOP:
    Jean-Charles Myrand
    Gaffer:
    Matt Veillette
    1st AC:
    John Lipsz
    Grip:
    Maxime Latraverse
    Product Photography:
    Patricia Brochu
    Product Photography:
    Frank Lat
    BTS Photos + Cam Op:
    JP Castonguay
    Mixologist:
    Elise Sergerie

    Request A Quote


    Campaign Producer:
    Andrew Johnson

    Hey!! 👋🏻

    So after seeing these results… 🚀

    I bet you are wondering if we would be able to replicate these results for YOUR brand? 😉

    I am here to tell you the answer is yes!! 🏅🏆

    Get in touch with me today to discuss how we could work on a project together!

    I would love to put a commitment free proposal together for you.


    Andrew JohnsonCampaign Producer & Strategist

    Request a Proposal