Challenges
- Create a comparable in-store/online shopping experience for TBS to compete against the LCBO
- Elevate the inferior perception of beer and the beer lifestyle
- Create added value to complement the purchase price of a case of beer
- Inspire usage occasions to impact conversion of beer sales at The Beer Store in Ontario
Next Level Thinking
- Created proprietary in-store shopper marketing program to enhance the TBS shopping experience
- Digital, traditional & social media campaigns to inspire usage occasions and ignite data capture
- Leverage entertainment, sports & lifestyle partnerships including; food pairings to elevate beer
- Publish, manage and market CHILL Magazine 7X per annum “Celebrating Everything After 5 Weekends”
- Ideated, represented and activated 10 Year Media Revenue Program “80 Million Men For Rent”
- Developed immersive 11 touch point program – activating multinational blue chip partners
Results
- Generated $24 million in incremental marcom revenue for TBS [$2 million per annum]!
- 85% renewal rate for third party partner program i.e. Amex, Harvey’s, Campbells, Visa, Rogers!
- Exclusive Marketing A.O.R and Publisher for 12+ year term!
- CHILL considered #1 Men’s Magazine and Top 20 All magazines, nationally!
