HDMZ | Agency Profile, Contacts, AOR, Client Relationships
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- Main Telephone
- (312) 506-5200
|Dan H.||President & Chief Executive Officer||IL|
Sample of Related Brands
|Dillon A.||President & Chief Executive Officer||IL|
|Michael N.||Creative Director||IL|
|Frances K.||Senior Art Director||IL|
|Michael U.||Digital Marketing Director||IL|
Millennial, Gen-X Opps: Southern Comfort releases summer pack, sweepstakes
Southern Comfort (SC) is taking advantage of the summer joys of relaxing in a backyard with a new Bring Your Own Backyard Pack, which contains a plot of artificial grass that provides a lawn-to-go. The pack also has double-seat foldout chairs, a cooler and a package of Southern Comfort Trail ReMix, made through a partnership with Nashville Jerky King and Food Network's The Grill Dads, who have been advertising the pack. SC will do the same via Instagram, Twitter and Facebook.
When SC first launched the ReMix in 2021, the brand also utilized cause marketing by donating proceeds to nonprofit Heroes on the Water. It will likely do the same this time, but we will let you know when we are sure.
A sweepstakes will also run through the end of September; SC shoppers who spend enough can enter for the chance to win a three-night trip planned by surprise travel company Pack Up + Go.
Both of these efforts were designed to more solidly connect SC with outdoor recreation. SC will probably continue utilizing brand sponsors like Nashville Jerky King and The Grill Dads and establishing partnerships with companies like Pack Up + Go in the future. We are already seeing promotional activity for the ReMix and will likely see similar activity for the sweepstakes; sellers, contact soon to secure last-minute ad dollars.
According to Pathmatics, SC has spent roughly $155.8k on digital ads since the beginning of 2022, down 17% from the roughly $188.8k spent within the same 2021 timeframe. The brand ended up spending roughly $867.5k on digital ads last year, 12% more than the roughly $777k spent in 2020. SC has earned ~19.4m digital impressions YTD via Facebook (62%) and Instagram (38%) ads.
Sellers should get in touch soon to offer high-ROI strategies among millennials and Gen-X. Spend will hopefully pick back up soon; in the meantime, SC may need additional assistance increasing ROI. Kantar data reports the whiskey brand also invests in local broadcast. As I briefly mentioned, this new initiative may end up including cause marketing elements.
Agency & martech readers - Get in touch to see if SC's parent company, HDMZ (digital).