Campaign Imminent: Deep Eddy taps first-ever AOR amid spend increase (Score 52)

Vodka brand Deep Eddy (DE) recently concluded a review by selecting McGarrah Jessee as its first AOR to handle creative, social and media. Previously, the brand relied on agency partners, in a narrow scope, to support its social media and mobile marketing programs. Sellers should expect a campaign to launch soon, and agencies should expect potential additional roster shifts.

This appointment follows notable leadership shifts for DE's parent company, Heaven Hill (HH). The company named Kate Latts and Adam Latts as co-presidents to succeed incumbent president Macx Shapira, who is now an executive chairman.

So far this year, Pathmatics reports DE has spent roughly $481.7k on digital ads, up 33% from the roughly $362.2k spent by this point last year. In 2021, the brand ended up spending roughly $680.6k on this channel, around double the roughly $325.9k spent in 2020. DE has earned approximately 74.3m digital impressions YTD via Instagram (55%), Facebook (25%), desktop display (12%) and mobile display (8%) ads.

Spend shows no sign of slowing down anytime soon, so sellers should contact soon to secure some of these increasing digital ad dollars. DE seems to be primarily targeting Gen-Z and millennials right now via paid social advertising, which leads me to believe it may make future forays into additional digital channels such as Twitch, TikTok, Twitter, OTT and/or podcast.

Agency & martech readers - As I briefly mentioned, we may see another agency review follow this one. Get in touch soon to offer PR and/or digital analytics services.