The Great Jamaican Tonic Water Product Launch
September 14, 2020

Mandate:
Launch The Great Jamaican’s tonic water in the Canadien market while creating an association with a local gin brand, Cirka.
Target Audience:
The Platform Strategy
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.
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
The Customers
Mylène Roy
The Great Jamaican Brand ManagerI-D Food Corporation
Victoria Slodki
Marketing DirectorCirka Distilleries
The Creative Team
Producer & Strategist:
Andrew JohnsonCo-Producer & Strategist:
Ann-Stephanie DumontCo-Producer:
Benjamin BrennanCampaign Coordinator:
Adriane WassermanAd Buyer:
Alex TossounianWeb Designer:
Émile SéguinProducer:
Andrew JohnsonCo-Producer & Art Director:
Ann-Stephanie DumontCo-Producer:
Benjamin BrennanDirector / Editor:
Jordan LaveryDOP:
Jean-Charles MyrandGaffer:
Matt Veillette1st AC:
John LipszGrip:
Maxime LatraverseProduct Photography:
Patricia BrochuProduct Photography:
Frank LatBTS Photos + Cam Op:
JP CastonguayMixologist:
Elise SergerieHey!! 👋🏻
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.