Merlino Media Group | Agency Profile, Contacts, AOR, Client Relationships
Service: media planning & buying agency
- Main Telephone
- (206) 909-8939
Merlino Media Group Contacts
|Janice M.||Founder & Partner||WA|
Sample of Related Brands
|Katie B.||Vice President & Media Director||WA|
Millennial Media Opps: Sparkling Ice launches $37M ad campaign
Full of millennial goodness, the new ad marked down bottles in Kroger for so long. To keep the momentum going, Sparkling Ice needs better brand awareness to stand out in this saturated category with big rivals such as LaCroix.
Both traditional and digital budgets are on the way up this year, so healthy lifestyle-focused sellers should continue chasing this new campaign revenue throughout the year. Center your pitch on reaching people other than me, because you'll have to take my generic Kroger sparking water can from my cold dead hand. Media is at Seattle.
Further, Sparkling Ice has relied on sponsorships and marketing partnerships in the past, which shouldn't change. For instance, the partnered with "Trolls" on a new national full-service ad campaign. Also, in 2015 they became the Exclusive Sparkling Water Sponsor of the Seattle Seahawks.
Agencies - Keep Sparkling Ice on your radar. Wexley was appointed by former CMO John Peirano - not newish CMO Brian Kuz (research here), meaning he may look to new help if the new campaign doesn't provide desired returns.
TV Breakdown: Only $207,241 went to national TV ads the last year, Top targeted networks were FX, Animal Planet, HGTV, Travel and Discovery Family Channel. Top targeted programming was "Fixer Upper," "Bizarre Foods with Andrew Zimmern," "Chronicle" and "Red Riding Hood," according to iSpot.tv.
Digital Breakdown: $744,000 has gone to 77.2 million impressions the past 12 months, most of which has been direct desktop bought mostly from hufingtonpost.com. Other top targeted sites include espn.com, walmart.com, wunderground.com, answers.com, sfgate.com, diply.com and Scripps foodnetwork.com and food.com, Pathmatics reports.
30520 SE 84th St.
Preston, WA 98050
Chief Marketing Officer
President & Chief Executive Officer