GINJA NINJA PRODUCT LAUNCH
- PR Product Launch
- Special In-Store Tasting Execution and Strategy
- POS Strategy
- Sponsorships & Partnership Management
The Challenge
Granville Island Brewery (GIB) challenged UB Marketing to deliver product presence, trial, and retail point of sale for their new Ginja Ninja product..
The Approach
Developed and executed event strategy: 1) build maximum exposure via media partner 99.3 FM – who shares the same demographics – including kitchen, pub, and restaurant events, 2) sampling and food pairings at 50 retail stores over a weekend while partnering with a local catering company to create an immersive experience, 3) sponsorship management and negotiations, 4) pop-up experiences including mobile bars and sporting events.
The Impact
Radio partnership created huge buzz within the community and drove a purchasing mindset with customers at sampling events. Every 4 hours 100 cases were sold and GIB saw conversion rates of 25%, surpassing their expectations. GIB has entrusted UB Marketing with their future activations and product launches. GIB remains a key partnership with UB Marketing presently.
