Digital Advertising Strategies Connect Alcohol Brands to Consumers This Month
During the most festive time of the year, many consumers are literally filled with joy, jubilation and good humor. Adult alcohol consumption typically increases during the holiday season due to many festivities and celebrations, as well as seasonal stress and the holiday blues. According to data from Alcohol.org, the number of consumers who drink more than five drinks in a two-hour period climbs 11% on Thanksgiving and 18% during the winter holidays compared to average drinking rates. And, based on data from the Distilled Spirits Council of the United States, about 25% of the spirits industry’s annual profits are from sales made during the period between Thanksgiving and New Year’s Eve.
As the pandemic persists into the holiday season, consumers are looking for creative ways to celebrate safely, and alcohol brands are fighting for the online and physical shopping cart space. From hard rum soft drinks, alcohol brands Bacardi, Brown-Forman and Truly are launching digital advertising campaigns and leveraging digital strategies and platforms to connect with consumers this holiday season.
Bacardi launches UGC campaign during peak holiday season
In partnership with musical artists Meek Mill, Leslie Grace and acclaimed producer Boi-1d, Bacardi recently launched its latest advertising campaign. The “Conga Feat. You” campaign gives consumers the opportunity to submit voice recordings and dance videos to earn a spot in the official remake of the music video for the Latin classic “Conga”. The reimagined music video and track will air Grammy week. According to a Bacardi press release, this very first remake of Conga is expected to reintroduce Latin pop to modern audiences and provide a platform for consumers to “share their authentic selves.” To participate, consumers can submit original content through a check-in hub experience linked to the brand’s or partner’s Instagram pages or visit the congafeatyou.com landing page.
With the User Generated Content (UGC) contest running from November 20 to December 13, the launch of the “Conga” campaign is perfectly timed to promote Bacardi to a key audience at the height of the season. vacation. According to Tatiana Walk-Morris of MarketingDiving, the campaign is the rum brand’s latest effort to engage younger, multicultural adults and bring people together virtually.
Truly Hard Seltzer sends essential workers home for the holidays
The hard salts category has grown rapidly and the competition continues to grow, highlighting the importance of differentiation in the market. To set themselves apart from the competition, Truly Hard Seltzer has embraced social responsibility efforts that help them connect with consumers through empathy and authenticity. This month, Truly announced the “Truly Home Again” campaign, which will provide essential workers and first responders with free return flights on private jets this holiday season.
Truly partnered with private aviation company Wheels Up to send essential workers round trip to their destinations of choice with freebies of real drinks and merchandise. According to Don Lane, Vice President of Marketing for Truly Hard Seltzer, the goal of “Truly Home Again” is to reward customers and help them find vacation joy in every way. Lane said, “We have been inspired by all of the people who have stepped up this year and are honored to help bring some essential workers home for the holidays so they can celebrate and make memories with friends and family. Truly launched a dedicated landing page for its new campaign where consumers can submit a few sentences explaining why an essential worker or first responder deserves to win the free return trip. The competition app also asks for the nominee’s favorite flavor. On Twitter, consumers can nominate deserving essential workers by posting tweets using the hashtag #trulyhomeagain.
Brown-Forman Reintroduces CheersToTheHost.Com As Digital Lifestyle Content Hub
In an effort to reach more online shoppers, spirits company Brown-Forman relaunched its cheerstothehost.com website to connect with target audiences. “Cheers to the Host” offers recipes, home entertainment tips and decorating ideas. Brown-Forman hopes to transform its new website into a digital lifestyle content hub for its brands, which include Jack Daniel’s, Woodford Reserve, Finlandia and Korbel. Loren Catrambone, Brown-Forman Group Customer Marketing Manager for National Accounts, said, “The new consumer discovery zone is at home online. [Although], we have relied on bartenders and waiters to introduce people to new varieties and drink options… Now we need to provide people with a more comprehensive and engaging source of ideas and resources.
Along with the launch of the new site, Brown-Forman also launched the dedicated ‘Cheers to the Host’ social presence, including a Pinterest page featuring special seasonal content and hosting tips and a Facebook chatbot called ‘Whiskey Whisperer’ for answer consumers’ questions on all things whiskey.
Digital advertising strategies are a key ingredient in alcohol advertising
Even before the holiday season kicked off, alcohol sales were booming. Since March, alcohol consumption has increased in various customer segments. At the height of closures this spring, alcohol purchases skyrocketed with profits heavily influenced by the accelerating rate of consumers buying alcohol online. As the global pandemic continued, many consumers demanded reprieve, relief and entertainment – which may have supported the increase in alcohol sales and consumption.
Beer, wine and liquor brands that continue to connect with consumers online are positioned for success by 2021. With the possibility of additional shelter-in-place and at-home orders this winter, Alcohol brands that digitally engage consumers in Q4 2020 may reap the rewards of brand loyalty as consumers hit the e-commerce shelves to stock up on spirits after the New Year.
Are you looking for information on how to reach consumers more effectively?
Digital media solutions® (DMS) creates people-based marketing campaigns based on highly defined audience profiles to attract the consumers most likely to convert. Using choreographed messaging, DMS can build your campaign with your choice of channels to attract new customers.