Launch the first hangover recovery drink in Quebec

5 million impressions generated in 4 months.

‍

2021-12-07

The world of digital advertising is vast. Diving into it without experience was a "no-go" for the RECAP team. That's why we turned to Mint. The team's expertise and the human approach they demonstrated greatly contributed to achieving the goals we set out with. The team is dynamic, understanding, and above all, proactive.

Victor Gauthier, General Director

Compagnie

RECAP

Siège social

Saint-Jean-sur-Richelieu, QC

Nombre d’employés

1-10 employees

Industrie

Food and Beverages

https://recapproducts.com

Objectifs

Launch the brand and the improved version of its product in Couche-Tard stores across Quebec.

‍

Défis

Very strict Health Canada regulations regarding the terms used to describe the product’s ingredients and benefits.
A new product category requiring consumer education to differentiate it from energy drinks.
The taste of RECAP’s 1.0 recipe had disappointed a large portion of buyers, making them reluctant to try the new improved canned version.

Stratégies employées par mint.

Highly Precise Geographic Targeting

Micro-geotargeted advertising campaigns around points of sale to announce the launch of RECAP products in Couche-Tard.

‍

Adapted Content

Adaptation of the promotional video used in the pre-roll campaign on Noovo (Occupation Double) to deploy it in our advertising strategy on Facebook, Instagram, and Snapchat.

‍

Engagement to Improve Brand Awareness

Engagement campaigns deployed on social media to support the growth of the content’s organic reach through the algorithm.

‍

Comment avons-nous atteint l’objectif ?

Digital Outdoor Advertising Campaign

A digital outdoor advertising campaign was deployed across universities, CEGEPs, restaurants, bars, billboards, and bus shelters throughout Quebec to increase brand visibility in locations frequently visited by RECAP’s target audience: students and young professionals with active lifestyles.

We adapted the messaging based on the location, day of the week, and time of day. For example, on weekdays on university campuses, the message “Big night yesterday? You should’ve had your RECAP” was displayed from 8 a.m. to 11 a.m. on Fridays to resonate with students the morning after their 4 à 7. The message “Big night ahead? Don’t forget your RECAP” was displayed from 1 p.m. to 8 p.m. on Thursdays and Fridays to remind partygoers preparing for their night out to pick up a RECAP along the way.

Results:

Presence on more than 200 screens.
An estimated 1.2M people reached in one month.

‍

Micro-Geotargeted Ads on Social Media

Precise targeting around points of sale near Parc Jean-Drapeau during the Île Soniq and Osheaga festivals, as well as around key retail locations across Quebec, with ads adapted to each location.

Precise targeting around major points of sale (Couche-Tard and other retailers across Quebec) with ads informing users where to find RECAP, including the exact address of the location closest to their current position.

Results: