Background:

Juan Valdez Coffee recently launched into retails stores across Canada.

Objective:

Jive coordinated a Vancouver press trip with the real Juan Valdez and his mule to build awareness of the consumer coffee launch in Canada.

Strategy:

Jive coordinated interviews and on-location appearances for Juan Valdez and his mule. Starting at 5am in the morning, the Jive team corralled an 800lb mule into an elevator and up to the 21st floor of a radio station for the first of many interviews that day. The mule came equipped with its own human pooper scooper to make sure no presents were left behind.

Results:

Jive maximized exposure across TV, radio, print and online publications including:

Shaw – Urban Rush
The Province
99.3 The Fox
Rock 101
Jack FM
News 1130
CFUN
Various blogs and social media channels