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Gen-Z, Millennial Opps: Dutch Bros Coffee taps new CMO amid digital display ad spend increase (Score 68)
Drive-thru coffee chain April 2019 who did not make it half a year before departing to become a principal at Guidance Counsel.
Graham joins Taylor Hiskey, whom Dutch Bros hired in June 2020 as social media director; she formerly served in the same role at Urban Decay Cosmetics.
Adbeat estimates the company's digital display ad spend spiked in August 2020; out of the $23.2k spent from August 2018-2020, 70% ($16.2k) was spent from August 2019-2020. Most of the past year's spend went toward YouTube videos ($7k) and programmatic ads placed via Google Display Network ($8.7k) onto sites such as reddit.com ($1.8k), foxnews.com, patch.com, flightradar24.com and manualslib.com.
This increase in digital display ad spend should continue under new leadership, and it signals Dutch Bros is particularly targeting Gen-Z and millennials. To do so, it may also utilize paid social and/or OTT; additionally, offer localized ad spend around the company's locations.
Agency & martech readers - Wait for Graham to get a lay of the land for a few months, then get on Graham's radar for potential work soon; for now, its roster will stay the same. To the best of our knowledge, April 2018. It also works with several partners on non-AOR bases.