Opticom Marketing - Exceeding Client's expectations .... alwais !

DIET CANADA DRY GINGER ALE, JDRF and CMT
CAUSE RELATED MARKETING INITIATIVE

 

Background

• Juvenile Diabetes Research Foundation Canada is an affiliate of Juvenile Diabetes Research Foundation International started in 1970, by a group of concerned parents of children with juvenile (type 1) diabetes
• Beverley Mahood was the national celebrity spokesperson for JDRF
• Diet Canada Dry Ginger Ale (“DCDGA”) has a long history of diabetes research support

Business Objectives

• Drive Volume and Display Activity
• Generate brand awareness and drive retailers support
• Place DCDGA in the “spotlight” with consumers and the trade

Theme/Offer:
"STAY TRIM & WIN" with CANADA DRY
and help us support Juvenile Diabetes Research Foundation
and Walk to Cure Events across Canada.

Implementation:
3 Tier Program

Tier One – Sweepstakes

• Beverley Mahood's, the program’s spokesperson, visuals used on all communication elements
• Consumers entered for a chance to win a Get-a-Way for two to attend the Annual Country Music Fan Fair in Nashville, Tennessee with $500 in spending money
• Plus Meet & Tour the Fan Fair with Beverley Mahood
  

Additional ‘Value-Added’ consumer Offer:

• Buy Any Two 2L Bottles or Two 12 Pack Cans of Canada Dry Products and Receive
  One FREE 2L bottle of Diet CD Ginger Ale”

Tier Two – Country Music Television (“CMT”)
CMT On-Air

• :30 sec. promotional spot featured Diet Canada Dry Ginger Ale, JDRF and Beverley Mahood
• :30 sec. JDRF Public Service Announcements (PSA) spot featuring Beverley Mahood, JDRF celebrity spokesperson, created awareness for JDRF cause and DCDGA support
  
  Web
• Promotional micro-website provided contest entry form and program information
• Diet Canada Dry Ginger Ale sponsored CMT Web Trivia online contest
• Web Trivia’s winners received a Beverley’s Get-a-Way Prize Pack including DCDGA product coupons, a luxury towel and signed Beverley Mahood CD’s & a photograph
  
  Tier Three – Cause Related Marketing
• Canada Dry donated a 10c from every DCDGA 2L bottle & 12 pack sold during the promotional period to the Juvenile Diabetes Research Foundation of Canada. Donation capped at $10,000.
• Diet Canada Dry Ginger Ale - Official Supplier of ‘Walk to Cure’ Diabetes
  
  
  Program Communication
• 140 x :30 sec contest spots on CMT over 4 weeks
• 80 x :30 sec PSA spots on CMT over 4 weeks
• 40 program mentions by CMT’s Elissa Lansdell
• Promotional Website
• CMT Web Trivia Sponsorship
• Retail POS material and 250,000 FREE bottle coupons at participating retailers for 6 weeks
  
  Results:
  Small budget delivered a great program with outstanding results, driving volume and incremental displays, while generating millions of brand impressions for DCDGA
  
• Volume and Display Activity up
• FREE bottle coupon redemption: 4.6%
• Consumer Brand Awareness at 96%
• 22,000 combined consumer entries
• 1.8 million brand impressions for DCDGA on CMT
• Internet: 478,254 total brand impressions
  • Unique visitors: 118,274
  • Over 50,000 Walk to Cure participants across Canada
  • Total JDRF Walk to Cure audience reach: over 11 million
  • Over $5 million raised nationally by JDRF
• Canada Dry products sampled at Walk to Cure events
• $10,000 donation to JDRF