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Male Alcohol Opps: Herradura rebrands, considerably increases digital spend

2019. "Extraordinary Awaits" was its first-ever global campaign, and it included content across TV, online, social and OOH channels. Parts of the OOH effort, such as various vibrant murals, were made in partnership with surrealist Colombian artist Carolina Nino.

Digital spend promoting the brand has notably risen over the past several months; sellers able to offer high-ROI strategies among drinking-age (21+) Gen-Z should get in touch to secure ad dollars.

So far this year, Pathmatics reports the brand has spent roughly $2.5m on digital ads, already more than double the roughly $1.2m it spent in all of 2020. Herradura's approximate full-year 2020 spend ($1.2m) marked an almost exponential increase from that of $224.9k in 2019. It has earned around 254.5m digital impressions YTD via Facebook (49%), Instagram (32%), YouTube (11%), mobile video (7%) and Twitter (1%) ads.

As I briefly mentioned, this increase in digital spend and reliance on paid social and YouTube ads signal a target demographic of Gen-Z. It especially targets men. According to Kantar data, Herradura also invests in local broadcast. Sellers should reach out if able to offer relevant ad space. The brand holds planning conversations in Q1 and buying conversations in Q4. 

Agency & martech readers - I see no signs of upcoming reviews here, but keep Herradura on your radar for future project-based, brand-specific work. BF's roster includes media AOR Greenhouse.