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Gen-X, Millennial Media Opps: Icy Hot ramps up marketing spend

Icy Hot (IH) drastically increased digital display spend in 2021. It spent over $5m more on digital ads in 2021 than it did in 2021. IH has also been spending more on national TV ads, it is just not increasing spend at the same rate it is for digital ads. This is most likely because IH traditionally allocated a much higher percentage of its budget towards national TV ads. This looks like a great opportunity for sellers. I recommend reaching out for more information to see if you can score some of these extra ad dollars. 

Per Pathmatics, IH earned 477.2m impressions YTD through Facebook ads (45%), Instagram ads (39%), desktop video ads (12%), desktop display ads (3%) and mobile display ads (1%). It placed the majority (96%) site direct onto sites such as facebook.com, instagram.com, yahoo.com, news.yahoo.com and mathway.com. It placed the remainder (4%) through multiple indirect channels onto sites such as yahoo.com, livestrong.com, sheknows.com, healthline.com and minq.com. It spent around $3.5m on digital display ads YTD, a 17% increase from $3m spent in this channel during the same time period of 2021. Full-year spend more than doubled from $3.2m in 2020 to $8.3m in 2021. 

According to iSpot, IH spent approximately $5.3m on national TV ads YTD, a 47% increase from $3.6m spent in this channel during the same time period of 2021. Full-year spend increased by 17% from $16.3m in 2020 to $19m in 2021. This year, it placed ads during programming such as "Dick Clark's New Year's Rockin' Eve With Ryan Seacrest 2022," "Meet the Press," "College Football," "Monday Night Countdown" and "The First 48." 

Sellers-- IH allocates the majority of its marketing budget towards national TV and digital display ads. I believe the brand is primarily targeting Gen-Xers and millennials. It started ramping spend up across both channels in 2021, especially digital spend. Meanwhile, IH increased national TV spend slightly last year, but it has already spent nearly $2m more so far this year than the amount it spent during the same time period of 2021. It also invests in local broadcast TV ads, per Kantar. I see no reason to believe it will decrease spend any time soon, so sellers should get in touch to score some of these extra ad dollars. 

Agency & martech readers-- To the best of my knowledge, IH works with creative AOR KWG Advertising. You can try offering project-based assistance for the best chance of picking up some of IH's business.