Gen-Z, Millennial Opps: Bacardi launches Grey Goose product, campaign (Score 23)

Sales Lead: Capitalizing on a vodka martini craze, just launched a campaign for its new bottled ready-to-drink (RTD) brand.

  • Made by creative AOR MullenLowe LA, the campaign will run through December across Conde Nast sites and Meta social media channels in 20 markets.
    • The campaign also involves paid search efforts and print ads in publications such as "Wine Spectator."
  • The brand will likely:
    • Continue investing in experiential activations (more here)
    • Pursue partnerships
    • Return to higher spend
    • Seek new agency partners
  • Target demographic
    • Drinking-age (21+) Gen-Z and millennials

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, GG has spent approximately $4.6m on national TV commercials, only about half of the approximately $8.7m spent within the same 2022 timeframe.
    • Last year: The brand spent around $15.7m on this channel in 2022 after having spent 4% less, around $15.1m, in 2021.
    • 2023 ad programming: GG's 2022 commercials have targeted the male-skewed audience of shows such as NBA Basketball, The 65th Annual Grammy Awards, 2023 Roland-Garros Tennis, the 148th Preakness Stakes, and Countdown to the Oscars.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: The brand has allocated roughly $1.8m toward digital ads YTD, up 38% from the roughly $1.3m allocated by this point last year.
    • YTD data: Since the beginning of 2023, GG has earned ~228.7m digital impressions via Facebook (42%), Instagram (32%), YouTube (22%), desktop display (2%), and desktop video (2%) ads.
    • Last year: In 2022, the brand's estimated full-year spend decreased by 16% to $6.1m from that of $7.3m in 2021.
  • Additional channel insights  
    • GG utilizes Google Ads along with print, local broadcast, digital, OOH, Twitter, Instagram, Facebook, and online video (primarily via ads.
    • The brand holds planning conversations in Q1 and buying conversations in Q4.

Additional agency insights:

  • Opportunity: If you haven't yet done so, reach out to parent company Bacardi to see if it conducts agency reviews anytime soon.
    • ​​​​​​​Read our recent update on Bacardi here.
  • Current agency roster (GG brand):
    • ​​​​​​​MullenLowe: Creative AOR (April 2019)
    • OMD: Media AOR

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