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Gen-Z, Millennial Digital Opps: Vita Coco releases first fruit juice beverages (Score 20)
fruit juice offering. It is available in two flavors: Original with Pulp and Mango. The products come in 16.9-ounce cans and are sold in convenience stores on the East Coast and in the Southeast. VC's DMs believe this will help it reach new consumers.
According to Pathmatics, VC earned 77.5m impressions YTD through Instagram ads (74%) and Facebook ads (26%). It placed 100% of these ads directly onto instagram.com and facebook.com. It spent around $626.2k on digital display ads YTD, a huge jump from $43.7k spent in this channel during the same time period of 2021. Full-year spend increased significantly from $326.4k in 2020 to $1.1m in 2021.
Sellers-- VC mainly targets Gen-Zers and millennials through digital display ads. The brand placed all of its digital ads this year directly onto Instagram and Facebook, which are both very popular among its target audience. Furthermore, it has been steadily increasing digital spend since the beginning of 2021. VC also invests in OOH and print ads, per Kantar. I would not be surprised if VC diversified its ad placement in the future, considering it has been increasing spend. Sellers should reach out for more information so that you can offer relevant ad space.
Agency & martech readers-- I believe VC splits creative between Madwell, with an in-house media team. It may need some assistance promoting the new coconut juice beverages. I recommend offering project-based work for the best chance of picking up some of VC's business.