The O Group | Agency Profile, Contacts, AOR, Client Relationships
Service: brand strategy, graphic design, packaging & advertising
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- (212) 398-0100
The O Group Contacts
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| Orit S. | Founder & Chief Executive Officer | NY | ||||||||||||
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WinmoEdge
Male Media Opps: Moet Hennessy launches new whisky as spend skyrockets (Score 38)
recently debuted "X by Glenmorangie," a new whisky designed to be mixed with other drinks. The brand is teaming up with the Glenmorangie Mix Makers - designer Brandon Blackwood, pianist Chloe Flower, creative Alani Figueroa and R&B artist Tone Stith - on video content including exclusive product drops, events and social content.
An exclusive episode on NTWRK will show how the Mix Makers make their favorite easy drinks.
So far this year, iSpot reports Hennessy has allocated roughly $5.6m toward national TV commercials, over 3x the roughly $1.8m it allocated within the same 2020 timeframe. The brand ended up allocating roughly $6.6m toward this channel last year, down 26% from the roughly $8.9m it allocated in 2019. Hennessy's 2021 commercials have targeted male sports fans watching shows such as NBA Basketball, Inside the NBA, the 52nd Annual NAACP Image Awards, SportsCenter and The Tonight Show Starring Jimmy Fallon.
According to Pathmatics, the company has spent approximately $4.4m on digital ads YTD, over 6x the approximately $709.2k it had spent by this point last year. Hennessy's estimated full-year 2020 spend remained flat at $3.4m compared to that of $3.4m in 2019. Since the beginning of 2021, it has earned around 564.8m digital impressions via Instagram (52%), Twitter (15%), Facebook (13%), YouTube (13%), desktop display (4%) and mobile video (2%) ads.
Additionally, Magellan reveals Hennessy has aired two podcast ads within the past 12 months.
Right now, the company is primarily targeting Gen-Z and millennial men; thus, it may also utilize OTT media. Per Kantar data, Hennessy additionally invests in radio, print (magazines), OOH and local broadcast. I expect the company's spend to continue increasing to promote its new beverage.
Agency & martech readers - We have heard of no additional roster shifts since DKC (PR and media).