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• In the middle of Q4, will have "a major advertising presence" at the event.
  • It will advertise at a total of 50 games and specifically invest in presence for the TC brand.
  • TC is owned by March 2021.
• TC has reportedly retained its spot as the US's fastest-growing hard seltzer, partially due to raised prices.
• The brand will likely:
  • Continue working with sports and experiential marketing
  • Keep increasing ad spend
  • Seek more brand-specific agency partners
• Target demographic: 
  • Primary: Male consumers
    • Gen-Z and millennials via digital/paid social channels
    • Gen-X via national TV, print, radio, OOH, and local broadcast
  • Its national TV commercials target both English- and Spanish-speaking audiences, and TC reported that the World Cup is especially "a big deal" among Hispanic audiences.
  • Secondary: Businesses
    • Venues such as bars and restaurants
      • Reportedly, TC's on-premise business for these venues has almost recovered from pre-Covid levels.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: TC made its first foray into national TV at the beginning of 2022; since then, allocated $7.8m toward this channel.
  • 2022 ad programming: Its's 2022 commercials have targeted male sports enthusiasts watching shows such as SportsCenter, NBA Basketball, Hercai: amor y venganza, SportsCenter With Scott Van Pelt, and First Take.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The brand has spent roughly $7.2m on digital ads YTD, 16% more than the roughly $6.2m spent by this point last year.
  • YTD data: So far this year, TC has earned approximately 589.4m digital impressions via Instagram (77%), desktop video/YouTube (19%), Twitter (2%), and mobile video (2%) ads.
  • Last year: The brand's estimated full-year 2021 spend nearly doubled to $7.7m from that of $3.9k in 2020.
• Additional channel insights  
  • Parent company Coca-Cola utilizes print, radio, OOH, and local broadcast.

Additional agency insights:

• Opportunity: Get in touch soon to see if Coca-Cola needs brand-specific creative, media, PR, social media management, and/or digital analytics services.
• Current agency roster:
  • ​​​​​​​: Event & sponsorship agency partner
  • View Coca-Cola's full roster here.

Insight Sources: Broadcast insights estimated by Pathmatics; additional channel insights estimated by Kantar.​​​​​​​