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Wavemaker | Agency Profile, Contacts, AOR, Client Relationships




Service: media specialty

Main Telephone
(323) 761-1400
Primary Address
6300 Wilshire Boulevard
Suite 1900
Los Angeles, CA 90048
USA

Wavemaker Contacts

Contacts (5/14)
Name Title State
Pablo H. Partner, Group Director & Lead, Client CA
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (323) 761-1400
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 6300 Wilshire Boulevard
Suite 1900
Los Angeles, CA
90048
USA

Seow Leng P. Executive Director, Client Solutions CA
Janie K. Partner, Senior Director CA
Shamar J. Director, Integrated Planning CA
Dana C. Group Director & Managing Partner - Paramount & MGA CA

Client Relationships


Brand Service From To Media Spend
*** ************* Media Buying, Media Planning *
********* ******* Creative, Media Buying, Media Planning *******
********* ******** Creative, Media Buying, Media Planning *******

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WinmoEdge

BFY TV Opps: BellRing Brands launches first national TV campaign, increases sales (Score 40)


BellRing Brands had a "strong first quarter, with net sales hitting an all time high of $244 million, up 34% driven by Premier Protein," per the Q1 2020 earnings call. Premier Protein grew 48% in tracked channels. Although this growth is encouraging, promotions will "shift from Q2 to Q3 and slightly heavier to Q4," meaning sellers may have more dollars readily available in H2. 

Premier protein launched its first national marketing campaign in January through national TV. Since execs on the call were "pleased with the early brand indicators and the in-store execution," we should see similar initiatives again this year or this time next year. They specifically mentioned that "if...marketing efforts surprise [them] in a positive way, [they] could see putting more spend on advertising."

Premier ready-to-drink shakes represent 80% of BellRing's portfolio; it was up 50% in sales in Q1 2020. Dymatize Nutrition, the second largest brand, drove e-Commerce and food & drug sales. BellRings execs told listeners about the stronger e-Commerce sales this past quarter, which means digital display spending could increase to keep it growing.

We could see more specialty flavors hit stores, since the new Pumpkin Spice flavor did well in Q1 2020, as did Cafe Latte. BellRings is also hopping on the oat train; its new oat-enhanced shakes appeal to consumers looking for a more wholesome and balanced offering (i.e., young moms).

See the spending chart below for more details on national TV and digital display spend, per iSpot and Adbeat, respectively.
 

  Digital Display National TV
Brand Feb 2018 - 2019 Feb 2019 - 2020 Purchase Channel(s) Top Ad Destinations FY 2018 FY 2019 Jan 1 - March 03, 2020 Top Shows
Premier Protein $795,300 $204,700 Amazon Advertising ($87,700) webmd.com, healthline.com, drugs.com, medicalnewstoday.com & medicinenet.com $0 $0 $8,612,273 Click
Dymatize Nutrition $21,500 $19,400 YouTube ($18,600) youtube.com & suntimes.com x x x x
PowerBar $1,100 $31 Google Search Partners ($22) ebay.ca x x x x
TOTAL $817,900 $224,131 x x $0 $0 $8,612,273 x


Sellers -- Supreme Protein did not allocate spending dollars toward digital display or national TV in the past two years, reportedly. As mentioned in the call, spending slowed over the past two years in efforts to bolster Premier Protein in Q1 2020, which, evidently, ended with increased net sales. BellRings should continue spending more in the second half of the year, so offer digital display and national TV space targeting athletically-minded Gen Z and millennials. The recent TV airings target moms, in particular.

Agency readers -- Reachbird, which offers brand ambassador programs, works with Premier Protein, as well.