Working at Likeable, I was assigned to create a potential proposal presentation to pitch to JOOSE. These were my ideas.

1. Proposal by Jaime Hutkin

2. What is JOOSE?
• Product Line of “Premium Malt
Beverages”
– JOOSE aluminum cans (23.5 oz.)
• 12.0% alcohol by volume
• Green Apple, Cherry Lime, Raspberry
Lemonade, Mas Mango, Kiwi Strawberry,
Lemon Tea, Watermelon, Fruit Punch,
Lemonade
– JOOSE Bottles (sold in six-packs, 12 oz.)
• 9.9% alcohol by volume
• Dragon JOOSE, Green Apple, Cherry Lime,
Raspberry Lemonade, Mas Mango

3. Malt Beverage Industry
• U.S. beverage alcohol industry
contributed approx. $385 billion
annually in late 2000s, with 30% of
revenues from distilled spirits
– “distilled spirits” include whiskey, a
distilled liquor that creates malt liquor,
the alcoholic component of JOOSE
– In 2009, whiskey generated largest value
of sales within distilled liquor – approx
$5.3 billion
– This means that there’s an opportunity for
JOOSE to gain larger part of market
share!

4. Primary Competitors:
Caffeinated Alcoholic Beverages/Malt
Liquors
• Four Loko
• Whipped Lightning (16.75% alcohol by
volume)
• Core High Gravity
• Smirnoff Ice
• Wine coolers
• Moonshot
• Colt 45

5. Secondary Competitors:
Energy Drinks and Wine/Spirits
Companies
• Diageo Plc (Bailey’s Irish Cream
liqueur, Jose Cuervo tequila, Captain
Morgan rum, Smirnoff vodka)
• Pernod Ricard (Jameson whiskey,
Seagram’s gins, Malibu rum)
• Bacardi USA: Bacardi rum, Grey
Goose vodka, Bombay gin
• Energy Drinks: Red Bull, Monster,
Rockstar, 5-Hour Energy, AMP Energy

6. Industry Press
• November 2010: warning from FDA
that caffeine added to alcoholic
malt beverages is an “unsafe food
additive”
– Pointed out JOOSE and 3 other brands
– Resulted in major CNN articles on
alcoholic caffeinated drinks
– Resulted in banning of JOOSE from 6
states

7. SWOT Analysis
Strengths Weaknesses
-Bottle option is portable for -warned by FDA for being
“on the go” drinking “unsafe”
-flavor variety -bad press surrounding
-low price alcoholic caffeinated drink
-high alcohol content industry
-banned by 6 states
-high sugar/caffeine content
Opportunities Threats
-opportunity to expand market -caffeinated alcoholic drinks
on FB (over 12,000 like JOOSE but are heavily regulated by FDA
not the official fan page) -Four Loko (primary
-less bad press than its primary competitor) is a more universal
A SWOT Analysis is used to find out the
marketing communications
competitor (Four Loko) name
opportunities for a brand and also to
be aware of potential weaknesses and
threats.

8. Social Media Objectives
• Twitter handle (@drinkjoose)
– gain 2,000 followers
• Facebook Page
– gain 3,000 new likes
• Create a JOOSE blog (hosted by Tumblr)
– Driven by submissions
• Turntable.fm
– Create a JOOSE room with songs to “pump you up”
and “get JOOSEd”
• Instagram account
– Gain followers/visibility
• Integrated together, these efforts will make
JOOSE a credible source for responsible
partying tips.

9. Twitter @drinkjoose
• Goal: Increase in 2,000 followers
• Hashtag Trend
– #myJOOSEnight: Tweet fun stories
involving JOOSE (i.e. I woke up with five
phone numbers written on my arm in
Sharpie. #myJOOSEnight)
• #FollowFriday – recommend party
socialites, bars that sell JOOSE,
people who are JOOSE fans

10. Facebook
• Goal: Increase in 3,000 likes
• Opportunity to increase:
– Over 12,000 list JOOSE
as an interest
• Facebook ads to
increase likes

11. Facebook Ads
Targeting M/F 21-34 who list JOOSE as an
interest on their FB profiles
Suggested CPC Bid: $0.68
This is a good opportunity to capture
existing customers to increase page likes.
Targeting M/F 21-34 who list JOOSE and other
malt liquors as an interest on FB profiles
Suggested CPC Bid: $0.70

12. Facebook Ads

13. JOOSE Blog: myJOOSEnight
• Submission-based blog
– Pictures of people with JOOSE
– Stories of “myJOOSEnight”
• Feature JOOSE themed party ideas,
JOOSE drinking games, and content
relevant to JOOSE’s target
• The fun of JOOSE is that it’s a fun night
packed in a can – how did a JOOSE can
make your night fun?

14. JOOSE Blog: myJOOSEnight

15. JOOSE Blog: myJOOSEnight

16. turntable.fm: JOOSE room
Get JOOSEd
Turntable.fm is a
social music
player with
different rooms
based on genres
and moods. A get
JOOSEd room
would host
songs to pump up
listeners that
would work
great for a
JOOSE themed
party. Listeners
can DJ as well as
the room’s
moderator.

17. Instagram: @drinkJOOSE
Instagram is a social
photo-sharing app with
drinkJOOSE integrated editing via
filters and borders. It is a
great way for brands to
share visuals in another
way.
JOOSE can share
community photos, photos
of any new products,
JOOSE-branded events,
and interact with the
Instagram community.

18. Instagram: @drinkJOOSE
drinkJOOSE drinkJOOSE

19. Other Tactics
• Sponsorship of Greek organizations on college
campuses
– JOOSE themed parties
– Act as brand ambassadors (can contribute to
tweets, FB submissions, Tumblr submissions
– Play turntable.fm JOOSE room or JOOSE-made mix
at parties