The Martin Agency | Agency Profile, Contacts, AOR, Client Relationships

• Reportedly, BLS conducted a survey in which 50% of pollers thought that the brand's hard seltzer has beer.
• The goal of the campaign is to differentiate BLS from Bud Light itself.
• The campaign itself is called "100% Hard Seltzer, 0% Beer," and the spot is called "Truckin' Bubbles."
• BLS also recently launched a flavor line called Sangria Splash, which is made with real fruit.
• The initiative also includes the rollout of a tabletop card game, Misconceptions, made possible by a partnership between BLS and party game organization Rabble.
  • The game will team up with various influencers, and promotional material for it will roll out across social channels.
• The brand will likely:
  • Continue rolling out work
  • Return to higher ad spend
  • Seek additional new agency partners
• Target demographic: 
  • ​​​​​​​Gen-Z and millennials

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, BLS has spent approximately $709.5k on national TV commercials, a far cry from the approximately $17.8m spent within the same 2022 timeframe.
  • Last year: The brand spent around $24.2m on this channel last year after having spent almost 4x this, around $88.2m, in 2021.
  • 2023 ad programming: BLS's 2023 commercials have targeted Gen-X watching shows such as House Hunters, Family Guy, Diners, Drive-Ins and Dives, Chicago Med, and Chicago PD.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The brand has allocated roughly $234.3k toward digital ads YTD, a mere fraction of the roughly $1.4m allocated by this point last year.
  • YTD data: Since the beginning of 2023, BLS has earned around 30.8m digital impressions, 69% via Facebook ads, 28% via Instagram ads, and 3% via YouTube ads.
  • Last year: The brand's estimated full-year 2022 spend reached $2.4m, only around a quarter of that of $9.2m in 2021.
• Additional channel insights  
  • The brand utilizes linear and OTT media.

Additional agency insights: