Cocktails by Jenn is a line of alcoholic beverages that aimed to highlight the trend of girlfriends meeting up for pre-event primping sessions.
"We wanted to get our target audience, women 25- to 45-years-old, talking about Cocktails by Jenn as the premier ready-to-drink martinis that they can use to celebrate good girlfriend time together," said Lori Logan, marketing manager for Barton Brands, which owns Cocktails by Jenn.
IDEA: With the opening of Club Jenn - a salon by day, martini lounge by night - in Chicago, the company wanted to create a fun, social environment of women getting ready with friends by offering them complimentary beauty treatments while they sipped on Cocktails by Jenn martinis. "We wanted to create a brand-sponsored experience," said Bob Wheatley, CEO of Wheatley & Timmons. "Women get together with friends before they go out to the clubs and bars, and... Club Jenn facilitates that."
TOOLS: Local market PR supported the promotion of Club Jenn, in conjunction with e-mail blasts to partners and databases, street teams, and outreach to social publications and calendars. Web site cocktailsbyjenn.com complements the effort. Other marketing includes the shoe sweepstakes "Step Up Your Style," an "It Girl" search, and an "Ultimate Bachelorette Party" this fall, which will endorse Cocktails by Jenn as the perfect party accessory.
MEASUREMENT: "Because it is very much an awareness, word-of-mouth type of program, it will be hard to measure, but we will look to see if there is a lift in the Chicago market for us," Logan said.
Organization: Barton Brands
Campaign: Club Jenn
PR team: Wheatley & Timmons
Other marketing: Street teams, Web site, contest
Launch: July 13