Practice Areas

Consumer

 

Cocktails By Jenn - A Liquid Fashion Accessory

 

Challenge

Launched in October 2004, Cocktails by Jenn (CbJ) is a ready-to-drink, premium vodka martini inspired by fashion and designed for women. Because of our extensive fashion and marketing-to-women experience, Cocktails by Jenn engaged CRT/tanaka to gain media coverage for the drink as a "liquid fashion accessory."

 

Solution

A major part of CRT/tanaka's strategy was to directly tie the fun and stylish CbJ drinks to fashion and the experiences women share. Women turn to girlfriends for advice about everything from careers to love and of course, fashion. To capitalize on this, CRT/tanaka worked with Cocktails by Jenn to celebrate girlfriends with the "Handbags are a Girl's Best Friend" essay contest, which allowed women to "spill" on their best words of wisdom ever given to or received from a girlfriend. The individual whose advice "wowed" judges the most received 52 handbags - one for each week of the year - from designers like Gucci, Marc Jacobs and Louis Vuitton - for herself and a girlfriend.

CRT/tanaka also developed and executed an extensive and comprehensive media relations campaign, which included targeting key media that focus on women and celebrity influentials. CRT/tanaka sent Cocktails by Jenn mailings to 100 influentials, which included "Jenn" celebrities, such as Jennifer Garner and Jennifer Aniston, as well as non-Jenn celebrities, event planners, wedding planners, socialites, etc. The mailing consisted of a large party tub ice bucket, four martini glasses, signature charm drink indicators and CbJ branded cocktail napkins, with a personalized note requesting their response to obtain the variety four-pack.

 

Results

Cocktail by Jenn results have been impressive, with CRT/tanaka securing media placements in such outlets as Style Networks "The Isaac Mizrahi Show," Glamour, Cosmopolitan, Celebrity Living, Good Housekeeping, In Touch Weekly, First for Women, Real Simple, Quick & Simple, Women's Day, Woman's World, Modern Bride, Latina, Life & Style, USA Today Magazine, The Wall Street Journal and major daily newspapers in key markets, resulting in 191 million media impressions in 2006 with a PR value of nearly $3 million.