BFY Gen-Z, Millennial Opps: Zevia hires CMO amid spend decreases (Score 58)
Sales lead: Reach out now to offer ad space & agency assistance. 
- Zevia hired Kirsten Suarez as CMO, effective September 2023.
- Suarez is tasked with leading a brand refresh in addition to marketing and growth strategies.
- She joins from Nick's, where she held the same title.
Target demographic: Gen-Zers & millennials seeking healthy beverages
The company will likely:
- Return to 2021 spending levels
- Experiment with additional ad channels
- Build out its agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Zevia spent approximately $128.5k on digital display ads YTD, just 21% of the $621.3k spent in this channel during the same time period of 2022.
- YTD data: 19.2m impressions via Instagram (71%), Facebook (25%), and YouTube (3%).
- 2021-2022 spend: Full-year spend fell by 67% from $1.9m in 2021 to $624.8k in 2022.
- Ad location: It placed 100% of these ads directly onto instagram.com, facebook.com, and youtube.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency changes.
- Current roster:
- Haberman: creative & media AOR
Insight Sources: Digital spend insights estimated by Pathmatics.
