Activating the Jenn Lifestyle

Get Real
There are hundreds of liquor, beer and wine brands competing for mindshare with young adult female consumers. How does a pre-mix martini brand positioned specifically to a female drinker break through the clutter and generate attraction and trial? We saw an opportunity for the brand to become an “accessory” and essential expression of our Super Target’s (young women, aged 22-34) desired lifestyle.

Get Personal
We interviewed young women about their lifestyle interests and found a consistent link in their passions around fashion, entertainment, dating and gal-pal engagement. Girls’ night in and out rose up as a primary driver within her social life. The value proposition for Cocktails by Jenn went way beyond its attractive packaging and just-pour-and-enjoy simplicity. The brand could become an enabler and partner in her social world.

Get Focused
What drives the Cocktails by Jenn Super Target? She respects the opinions of others she looks up to for advice on fashion, social engagement and lifestyle. She wants interaction and conversation. She cares about her friends and invests in those relationships. She likes the experience of excitement and glamour in a night out with her gal pals. Her beverage choices need to fall within that emotional framework.

Get Human
The Strategic Mission: Make the brand a part of her life by building experiences and community she will identify with and want to participate in. And, do this in a way that creates the sort of drama and excitement that will attract media interest and generate word of mouth buzz.

Get Heard
We created an integrated campaign that married unique brand sponsored experiences, a sparkling new web community, publicity in national and priority market media -- all mixed together with value added promotions that centered squarely on her passions.

A pop-up ultra-lounge in Chicago appeared out of thin air for three weekends. By R.S.V.P. only, the Club Jenn lounge offered free beauty services for her and her friends followed by a night out at Chicago’s top nightspots – all while enjoying CBJ cocktails. Club Jenn generated 13 million local media impressions by virtue of its unique and innovative concept. 250 women reveled in their perfect girls’ night out experience, courtesy of CBJ.
A national satellite media tour was conducted with celebrity party planner Debi Lilly. Debi schooled audiences on throwing the ultimate bachelorette party (a common cultural event for the target).
We created an online community to provide her with ideas and advice on lifestyle interests, using celebrity columnists and nationally known contributors.
To drive site traffic, we created the “Step Up Your Style” sweepstakes -- a promotion to win a shoe wardrobe. And the Ultimate Bachelorette Party, a sponsored trip to Las Vegas for her and her bridesmaids, supported with in-store POP.
Lifestyle brand ambassadors, called CBJ ‘It Girls’ were recruited in key markets to represent the brand at charitable events, brand sponsored functions and to chronicle their experiences online.We conducted impromptu cocktail parties with national women’s lifestyle magazine editors to secure their interest.

Beverage industry media highlighted Club Jenn as a unique and innovative move by Constellation to secure national awareness and trial. More importantly the brand found emotional footing and engagement with its most important consumer.

SEE THE RESULTS click to enlarge