Male Millennial Opps: 1800 Tequila kicks off first push from new AOR (Score 34)

Sales lead: Get in touch with this brand's DMs now to offer last-minute campaign ad space. 

• 1800 Tequila just launched a new campaign called "Taste is Everything." 
• It includes two 30-second hero spots featuring NBA player Carmelo Anthony and musician Ozuna. 
• The ads are being supported through TV, digital, OOH, social, and in-store. 
• This is the first campaign from the brand's new creative AOR, 72andSunny. 

Target demographic: Millennials with a male skew

The company will likely:

• Continue ramping up ad spend
• Keep featuring celebrity influencers in its ads
• Seek additional agency assistance (creative appointment in 2022)

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: 1800 Tequila spent around $1.5m on national TV ads YTD, a 50% increase from $1m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped 63% from $3.8m in 2021 to $6.2m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, NBA Basketball, SportsCenter, MLB Baseball, and Young Sheldon. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: 1800 Tequila spent approximately $617.7k on digital display ads YTD, a 23% decrease from $803.2k spent in this channel during the same time period of 2022. 
• YTD data: 100m impressions via Instagram (35%), Twitter (34%), Facebook (20%), desktop display (6%), and YouTube (5%). 
• 2021-2022 spend: Full-year spend increased by 25% from $2.4m in 2021 to $3m in 2022. 
• Ad location: It placed 95% of these ads directly onto sites such as instagram.com, twitter.com, facebook.com, youtube.com, and nhl.com. It placed 5% of these ads indirectly through Google AdX+AdSense and Complex Media onto sites such as complex.com, solecollector.com, pigeonsandplanes.com, firstwefeast.com, and greenlabel.com. 

Additional channel insights  

• Vivvix: 1800 Tequila also invests in OOH, radio, and local broadcast.
  • It holds media planning discussions in Q4, and it buys in Q3. 

Agency analysis:

• Opportunity: 1800 Tequila picked up 72andSunny last year, so contact the brand's DMs to see if you can pick up some of its business. 
• Current roster:
  • 72andSunny: creative AOR
  • Arena Media: media AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.