Gen-X & B2B Opps: Chamberlain Coffee expanding target demographic as digital spend surges (Score 58)
Sales Lead: Chamberlain Coffee (CC) has started broadening its target demographic outside of its typical Gen-Z and millennial fanbase.
- This move comes not long after CC raised funding in August 2022 and more in June 2023.
- In September 2023, CC launched three of its coffee bags at 375+ Target stores across the nation; it had already worked with retail distribution partners such as Sprouts, Walmart, and Albertsons.
- This shift closely followed the hire of CMO Liz Ahern, who was hired to accelerate the launch of CC's products in retail stores.
- Now, CC is using the brand recognition it has gained among Gen-Z to support product collaborations.
- Recent launches include the recent expansion into the hair care space with a matcha shampoo collaboration with IGK.
- These announcements come on the heels of CC's July 2023 appointment of shopper marketing manager Lisa Shinn.
- The company will likely:
- Invest in additional expansion, product launches, and partnerships
- Continue increasing spend
- Conduct agency reviews under the new CMO
- Target demographic:
- B2C:
- Primary: Gen-X
- Secondary: Gen-Z and millennials, among whom CC already has a pretty well-established presence
- CC has appealed to Gen-Z via social-first, better-for-you (BFY), and sustainability strategies.
- B2B:
- Potential retail distribution partners
- B2C:
Additional spending insights:
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, CC has spent approximately $941.3k on digital ads, almost double the approximately $523.5k spent within the same 2022 timeframe.
- YTD data: The company has earned ~140.9m digital impressions YTD, 81% via Instagram ads, 17% via Facebook ads, and 2% via YouTube ads.
- Last year: CC spent roughly $993.6k on this channel last year, almost triple the roughly $347.5k spent in 2021.
- Additional channel insights
- The company utilizes Google Ads.
- CC sponsors podcasts such as Anything Goes with Emma Chamberlain.
Additional agency insights:
- Opportunity: If you haven't yet done so, reach out soon to get on the radar of CC's relatively new CMO.
- Current agency roster:
- No current agency relationships yet confirmed
Insight Sources: Funding insights by Crunchbase; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.
