2015 Yellow Edition Launch Plan
- 1. YELLOW LAUNCHMAJOR LAUNCH MARKETS – ON PREMISE SAN ANTONIO TAMPA DALLAS HOUSTON ATLANTA MIAMI PANAMA CITY SOUTH PADRE ISLAND THE 8 MARKETS IN BOLD WILL HAVE OUT OF HOME ADVERTISING SUPPORT FROM MARCH-MAY NASHVILLE NEW ORLEANS
- 2. YELLOW LAUNCHTOP LINE ON PREMISE PLANS MAR APR MAY JUN JUL AUG SEP OCT NOV DECFEBJAN PRE-LAUNCH LAUNCH DIST IN ALL TOP ACCTS, CA DIST AT ALL MAJOR OnP EVENTS OUT OF HOME (8 MARKETS) DP ACTIVATION CALENDAR SOUTH BU ADVERTISING CALENDAR GROW OnP SEEDING SIN PARTIES EVENT INVOLVMENT PUSH FOR DIST AND DRINK FEATURES IN ALL MUSKETEER ACCOUNTS CONTINUE TO INTEGRATE INTO INDUSTRY PARTIES, STRONG FOCUS ON SUMMER HOLIDAY EVENTS/POOL PARTIES YELLOW TO BE INCLUDED IN ALL PA DISCUSSIONS MAR APR MAY JUN JUL AUG SEP OCT NOV DECFEBJAN PRE-LAUNCH LAUNCH TARGET ALL A+B ACCTS DP PROGRAMMING OOH (8 MARKETS) GROW DP SEEDING SET UP PROGRAMS DP LAUNCH MEETINGS PUSH FOR DIST AND DRINK FEATURES IN ALL A+B ACCTS DP PROGRAMMING WHERE NEDED (INCENTIVES/DISCOUNTS, ETC…) INCLUDE IN BULL OF THE QUARTER INCENT.
- 3. YELLOW LAUNCH GUIDANCE - MUSKETEERS Seed OnP opinion leaders (Promoters, top bartenders, managers/owners of key accts) PRE-LAUNCH LAUNCH GROW JAN 1 – FEB 15 FEB 16 – MAY 31 JUN 1– DEC 31 Yellow listed at all major Red Bull and 3rd party OnP events with strong CA/ free to consumers SIN parties in major markets (Miami, Dallas, Houston, Tampa, ATL) Yellow pushed in all 2015 PAs, chalkboards/Yellow POS in warehouses for launch (Order in Jan) Target all higher volume and image accts. Place Yellow POS/reset coolers CA in accounts with listing, get reduced price drink features. Utilize OPM expenses to get cans in hands Listing & CA at all major 3rd party and Red Bull owned events. Yellow to be pushed in all 2015 PAs Key Dates/Targets • Listing in 50% of Musk accts by May 31 Key Dates/Targets • Seeding product in market by X • DP product in warehouses by first week of Feb Target all Musketeer accts for listing, continue to push CA in all accts Continue to integrate into industry/3rd party events. Strong focus on summer holiday parties (Mem/labor day, 4th…) Yellow to be pushed in all 2015/2016 PAs Key Dates/Targets • Listing in 60% of Musk accts by May 31
- 4. YELLOW PRE-LAUNCHNOLA REGION BARCADIA ERNST CAFÉ LUCY’S THE BOOT THE CLUB VIC’S FULTON ALLEY GORDON BIERSCH WALK ONS HAPPY’S RUSTY NAIL BALCONY RENDEZVOUS LE BON TEMP ROULE GENERATIONS HALL APRES THE WILLOW REPUBLIC BRUNOS TJ QUILLS ROCK N SAKE RITAS TEQUILA HOUSE ROYAL SONESTA RUE BOURBON RESTAURANT STILETTOS THE MANSION THE SWAMP LUCKY PIERRE’S BABE’S CABARET BAMBOULAS BLUE NILE DBA NOLA MAISON VASON DAT DOG BULL DOG HALF MOON FAT HARRY’S EIFFEL SOCIETY SUPERIOR GRILL MAPLE LEAF TIPITINAS DUGOUT SPORTS BAR HILTON SHERATON RENAISSANCE HOTEL INTERCONTINENTAL PRYTANIA BAR MIDCITY LANES PALMS PHILIPS MONKEY HILL HYATT RED EYE THE DISTRICT RENDEZVOUS HUSTLERS BARELY LEGAL JOHNNY WHITE’S CORNER PUB JOHNNY WHITE’S PUB & GRILL KRAZY KORNER LA BAYOU LAFITTE’S BLACKSMITH SHOP LARRY FLYNT’S HUSTLER CLUB LIPSTYXX MAISON BOURBON OLD ABSINTHE HOUSE MANGO OLD OPERA HOUSE OZ PIER 424 RAINBOW ROOM RATS HOLE RAZZOOS RED FISH GRILL RICKS CABARET RICKS SPORTING SALOON SEEDING Danielle HeinErin Samanie BAYOU BURGER AND SPORTS BEACH ON BOURBON BIG EASY DAIQUIRIS BIG EASY OF BOURBON BIG EASY OF ST LOUIS BOURBON COWBOY TOO BOURBON HEAT BOURBON PUB PARADE BOURBON STREET BLUES CAFÉ LAFITTE IN EXHILE CATS MEOW CENTERFOLDS CHROMATIC DÉJÀ VU SHOWGIRLS FAIS DEAUX DEAUX FAMOUS DOOR FAT CATZ FAT TUESDAY FRITZELS FUNKY 544
- 5. YELLOW LAUNCHNOLA REGION ERIN SAMANIE-‐ PHASE 1 NOLA-‐UPTOWN/WAREHOUSE 42 Target Accounts • 3 A-‐TOP • 7 A-‐IMAGE • 2 A-‐VOLUME • 30 B DANIELLE HEIN-‐ PHASE 1 NOLA-‐BOURBON/FRENCHMEN 54 Target Accounts • 0 A-‐TOP • 7 A-‐IMAGE • 6 A-‐VOLUME • 41 B PHASE 2 -‐BATON ROUGE 42 Target Accounts • 2 A-‐TOP • 8 A-‐IMAGE • 6 A-‐VOLUME • 26 B PHASE 2-‐MIDCITY/LAKEVIEW 45 Target Accounts • 1 A-‐TOP • 6 A-‐IMAGE • 2 A-‐VOLUME • 36 B PHASE 3 -‐LAFAYETTE/LAKE CHARLES 28 Target Accounts • 0 A-‐TOP • 1 A-‐IMAGE • 5 A-‐VOLUME • 22 B PHASE 3 -‐BILOXI/GULFPORT: 8 Target Accounts • 1 A-‐TOP • 0 A-‐IMAGE • 2 A-‐VOLUME • 5 B
- 6. YELLOW LAUNCHNOLA REGION ERIN SAMANIE PHASE 1-‐3 TOTAL TARGET ACCOUNTS 112 • 5 A-‐TOP • 16 A-‐IMAGE • 13 A-‐VOLUME • 78 B DANIELLE HEIN PHASE 1-‐3 TOTAL TARGET ACCOUNTS 107 • 2 A-‐TOP • 13 A-‐IMAGE • 10 A-‐VOLUME • 82 B • Chalkboards or Illuminated Poster Frames to be placed in each account with Yellow • 100 Bar Kits to be given to the first 100 accounts to purchase the Yellow B1G1 • 25 Each Musketeer and 50 DP accounts- buy 1 case get 1 case of Yellow free • Kit comes with POS, Yellow Bar Key and Red Bull Bar Mats
- 7. ENSURE EXCELLENT IN-ACCOUNT EXECUTION AVAILABILITY MENU LISTING & RIGHT PRICE CONSUPTION ACTIVATION VIA PRINT POS PERFECT VISIBILITYPERFECT SERVE
- 8. COLOR SCHEMATICS BABY COOLER BACK BAR COOLER SMALL STYLE COOLER
- 9. EXECUTION: POS PRINT ASSETS AVAILABLE FEB ‘15 + 2 Face Table Stand + 3 Face Table Stand + 11” x 17” Poster for Illuminated Frames POS ITEMS AVAILABLE MAR ‘15 + Lenticular Cooler Wrap + Premium Menu Card Holder + Blackboard Yellow Edition Stencil VIDEO CONTENT AVAILABLE MAR ‘15 + 10 minute reel with Red Bull Yellow Edition video content to be played on account TV screens
- 10. YELLOW PRE-LAUNCHNOLA REGION Staff Break/Dressing Rooms Seeding and Wings Team Sampling: Work with targeted accounts to hook up their Staff break/dressing rooms with Yellow Edition Four Packs and send in the Wings Team to hook up the staff before their busy nights. • AT WORK: 15 Targeted Missions • Timeline: Feb. 5th to March 31st
- 11. YELLOW LAUNCHNOLA REGION SIN Sunrise Party: On Premise and Marketing Event It will be the SIN and morning of the year! All Service and Hospitality Industry invited will be personally invited to an iconic location where they will be wined, dined and mystified by the new Yellow Edition. • All things Yellow: Drinks, Décor, and Entertainment • Everyone will walk away with a Yellow Edition Four Pack • Tentative Venue: Jackson’s on the water for best view of sunrise • Tentative Dates BUDGET: On Premise will contribute $2,000. Waiting to confirm with Marketing on their contributions.
- 12. YELLOW LAUNCHNOLA REGION Follow the Yellow Edition Brick Road: SI Bar Crawl on Bourbon Work with Top 9 Accounts on Bourbon and one walking tour guide (entertainment) to give the bar staff a day out on the town, on us. We can also invite OL’s, DP, and FORBS • Spray paint chalk to make a brick road to each account • Digital Campaign to support accounts and the Yellow Brick Road • Yellow Edition Navigator/Itinerary placed in a lanyard for everyone to where. • 3 Team Bonding activities at three of the 9 bar crawl stops – archery, corn hole, flip cup, dodge ball, or four square. BUDGET: $400 for Print + $1000 for Activities + $300 for Spray Paint Chalk + $300 for Photographer = $2,000 Total
- 13. YELLOW LAUNCHNOLA REGION All for one and one for all! Introducing the Yellow Musketeer. The historically accurate, fully costumed Yellow Musketeer will run the streets of New Orleans comping bar tabs and spreading the news of the new Yellow Edition. You want to find Red Bull’s Mr. Mardi Gras. • Timeline: Feb. 14th to March 31st • Targeted Big Moments: Yellow Edition Launch, Mardi Gras and Spring Break • He/she will also attend DP launch meetings, Bar Staff trainings and Parades to keep both the team and consumers engaged and excited. • Leverage Bar Games prizes with purchase of musketeer costume for Q2 or Q3 (Halloween Staff Incentive) BUDGET: $800 for Costume and Actor
- 14. YELLOW LAUNCHNOLA REGION REDEX: Work with FMS/Wings Team to deliver one case of Yellow Editions via the hack RedEx. Surprises bouncers and doormen. 30 Locations approx. 300 Service Industry People Impacted • Top 15 Accounts on Bourbon • Top 5 Accounts on Frenchman • Top 5 Accounts in Uptown • Top 10 Accounts in Warehouse District BUDGET: $200 for Print/Wrapping for Cases
- 15. YELLOW LAUNCHNOLA REGION French Quarter Fest: April 9th – April 12th • Pat O’s (Charlie Bateman) owner is on the board and interested in partnering for a Red Bull signature cocktail with Yellow Edition. • Open festival on the river front that brings in about BUDGET: $100 for Print
- 16. YELLOW LAUNCHNOLA REGION ST. PATRICK’S DAY: What happens at the end of the rainbow? You find your pot of gold! Work with top accounts in the four target areas to create a frozen Yellow Edition (RBV) drink served “leprechaun” style in a custom pot of goal toped off with a rainbow straw. Work with accounts that have existing frozen drink machines. • Exclusive to Big Easy Daiquiris – 9 Locations • Superior on St. Charles – 1 Location • Lucy’s in the Warehouse District – 1 Location BUDGET: 2,000 cauldrons at $2.09 a piece = $4,180 in Total