Bud Light Lime Mojito
THE CASE:
BCX Marketing + Communications Case Competition
The rules:
Deadline: 24 Hours
The Format: 20 minutes + 5 minutes of questions
MY PLACEMENT:
3rd Place
Situation
With the oncoming summer season, competition is high to stand out and be the chosen summer beer.
Last summer, Bud Light introduced Bud Light Lime Mojito to the Quebec population and made a little splash. This summer, they want to launch the beer again and make waves.
The Ask
Launch and position Bud light Lime Mojito for its 2nd summer in Québec
Create brand awareness
Grow Bud Light Lime Mojito in its industry category
BUDGET: $2.3M
The Target
Millennials ages 18-30, enjoys an active lifestyle, enjoys patio season, going to cottages, concerts and festivals.
The STRATEGY
"Your Best Summer Yet"
We want Quebec Millenials to have the best summer yet, while enjoying the beer of the summer, Bud Light Lime Mojito.
Each summer should supercede the last, and this summer is no different.
Tactic #1: Vacation Contest
Include QR codes in every 6-pack and 12-pack of Bud Light Lime Mojito. 1 QR code = 1 entry.
Bud Light Lime Mojito will give away a total of 3 trips for 4 people, and include 3 trip options: Cuba (origin of the mojito), the Dominican Republic, and Costa Rica
We chose a high number of trips to increase a millenial’s chance of winning.
Winners will be announced end of July.
Tactic #2: Mojito Summer Phone App
To millenials, their phone is literally an extension of their limb, so we wanted to create a phone app that could add value to millenials, while at the same time promoting our beer.
The Mojito Summer App will include a variety of value-added features
A Montreal/Quebec patio guide where consumers can explore all of the summer patios open near them
The only place where they can redeem their QR codes for the vacation contest
Exclusive content from Québec Celebrities. I.e. Favourite/hilarious summer stories, summer tips & tricks, funny pranks.
Tactic #3: Summer Event Sponsorship
We would sponsor numerous events that millennials like to attend in Québec. To increase our brand awareness and have a positive brand association with the beer and the great summer festivities.
Tactic #4: An Integrated Marketing Channels (IMC) Strategy
Our IMC strategy will include:
TV Advertisements on key millennial channels owned by Québecor (the biggest cable company)
Launch celebrity-endorsed advertisements on Facebook, Instagram
Use influencer marketing for beer blogs, party blogs, Youtube, and Instagram
Send push notifications of discounts through the Mojito Summer app
Install a Bud Light Lime Mojito feature on the SAQ website and the Labatt Blue website
Tactic #5 : Enhance Retail Space
Instead of the umbrella decoration used in retail spaces last year, this year (to be in theme with the vacation contest) we’re going to be using a palm tree in popular Québec supermarkets.
We’ll also be asking convenience stores and dépanneurs (Québec convenience stores) to stock the beer at eye-level, and include a retail decoration around the beer to entice consumers.
Implementation
The Financials
Risk Mitigation
What I’ve learned
Details, Details, Details
Looking back now, and looking at the winning team, we did not do a thorough enough analysis of our situation. We missed a lot of details in our strategy because we missed a lot of details in our analysis.
You are as strong as your weakest link
Without shifting responsibility away from myself, being teamed with non-marketing specialists has its pros, because they can handle the things you cannot, but cons because they also can’t handle the things you cannot. This was most apparent in brainstorming for advertising and marketing strategy.
Willingness to learn > Established Skill
With half our team from a different faculty, learning each others’ working styles, learning how to resolve conflicts because of our difficulties, and learning how to develop a great presentation presence… this is what landed us in the top 3!
Stay Humble
Don’t let your past wins cloud your vision, you can easily be replaced.