Millennial Media Opps: Gold Peak ramps up ad spend, introduces new tagline
Coca-Cola brand Gold Peak (GP) has been ramping spend up so far this year. The brand also recently updated its packaging and debuted a new tagline, "Stay Gold." It is supporting the rebrand with a series of national TV ads. It has not returned to pre-Covid levels of spending yet, but it is on track to get there in the near future. Sellers should contact GP to see what types of ad space you may be able to offer.
According to Pathmatics, GP earned 336.6m impressions YTD through Twitter ads (49%), Instagram ads (29%), Facebook ads (20%) and desktop video ads (2%). It placed 100% of these ads site direct onto sites such as twitter.com, instagram.com, facebook.com and youtube.com. It spent around $1.8m on digital display ads YTD, a massive jump from $3.3k spent in this channel during the same time period of 2020. Full-year spend fell dramatically from $9.4m in 2019 to $665.4k in 2020.
Magellan reports it placed about 10 podcast ads over the last year.
Per iSpot, GP spent around $2.9m on national TV ads YTD, after not allocating any budget towards this channel in 2020. It spent around $15.9m in this channel in 2019. This year, it placed ads during programming such as "Bob's Burgers," "Young Sheldon," "FBI: Most Wanted," "The Big Bang Theory" and "S.W.A.T."
Sellers-- It seems GP is mainly targeting Gen-Zers and millennials, considering it placed the majority of its digital ads directly onto social media. The brand's national TV ads skew more towards millennials. I believe GP is ramping back up after decreasing during Covid-19, but it is also supporting the new packaging it released earlier this year. It also invests in OOH ads, per Kantar. Sellers should start reaching out to offer ad space.
Agency & martech readers-- I believe Universal McCann is the only agency GP is working with at this time. It handles media buying, planning and some digital work. There are no signs of a review anytime soon. I advise readers to continue looking for other opportunities.
