Campaign Imminent: Health-Ade Kombucha launches new product following key DM shifts (Score 56)

Sales Lead: Health-Ade Kombucha recently debuted new on-the-go canned kombucha.

• Loyal consumers directly asked for this product.
• It is available online and will continue rolling out throughout March in key nationwide retailers such as Sprouts, Whole Foods, and Walmart.
• The company will likely:
  • Launch promotional material promoting the new cans
  • Return to higher spend
  • Seek new agency partners following its CMO promotion (more below)
• Target demographic: 
  • Better-for-you (BFY) Gen-Z and millennials

Recent leadership shifts:

• This launch closely follows Health-Ade's November 2022 appointment of CEO Chris Lansing.
  • In her most recent position as Nature Beauty's CEO, Lansing implemented a holistic omni-channel approach, along with a digital-first consumer engagement strategy.
  • She will likely adjust Health-Ade's strategy similarly.
• The company also appointed Frances Rentmeester as its senior director of strategic initiatives and commercialization in February 2023.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Health-Ade has spent roughly $96.2k on digital ads, less than a sixth of the roughly $654.5k spent by this point last year.
  • YTD data: The company has earned approximately 9m digital impressions YTD via YouTube (56%), Facebook (26%), Instagram (14%), desktop display (3%), and mobile display (1%) ads.
  • Last year: Health-Ade's estimated full-year 2022 spend of $1.9m reached 46% more than the approximately $1.3m spent in 2021.
• Additional channel insights  
  • The company utilizes Google Ads.

Additional agency insights:

• Opportunity: If you haven't yet done so, reach out soon to get on the radar of Charlotte Mostaed, who became Health-Ade's CMO in late 2022.
• Current agency roster:
  • ​​​​​​​No current agency relationships yet confirmed

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.