Gen-Z, Millennial Opps: Deep Eddy launches first campaign under new brand platform, surpasses FY 2022 digital spend YTD (Score 62)

Sales Lead: Vodka brand Deep Eddy (DE) recently teamed up with Ashley Park on an initiative to encourage people to relax with a refreshing vodka cocktail or two.

• An ad made by McGarrah Jessee, DE's creative, media, and social AOR since July 2022, promotes a fake conference complete with a fake online event and out-of-office response.
• This is DE's first ad push under the new platform, "Vodka is for Fun," that McGarrah Jessee created.
• The initiative also involves experiential activations at events in cities such as Austin and NYC.
• The brand will likely:
  • Pursue similar influencer partnerships
  • Invest in additional experiential activations
• Target demographic: 
  • Primary: Drinking-age (21+) Gen-Z and millennials (increasing digital spend)
  • Secondary: Gen-X (increasing national TV spend)

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: DE made its first foray into national TV earlier in 2023 and has, so far, allocated around $23.3k toward the channel. 
  • 2023 ad programming: Its 2023 commercials have targeted pickleball fans watching Pickleball and PPA Tour Pickleball- Live.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the brand has spent roughly $789.9k on digital ads, already 28% more than the roughly $617k spent in all of 2022.
  • YTD data: DE has earned ~112.2m digital impressions YTD, 51% via Instagram ads and 49% via Facebook ads.
  • Last year: In 2022, the brand spent approximately $617k on this channel, down 8% from the approximately $673.9k spent in 2021.
• Additional channel insights  
  • DE utilizes Facebook ads.

Additional agency insights:

• Opportunity: Reach out soon to see if any digital analytics, multicultural, and/or PR hires follow DE's July 2022 AOR sifts.
  • McGarrah Jessee seems to be also handling influencer and experiential services.
• Current agency roster:
  • McGarrah Jessee: Creative, media, and social AOR (July 2022)

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