Media Edge: Skyy Vodka partners with supermodel to promote new products
Media Sales Lead: Skyy Vodka just launched its first new products since 2021 with the Skyy Infusions Espresso and Skyy Infusions Agave Lime. The infusions are available nationally, currently retailing at $13.99 for a 750ml bottle. Skyy tapped supermodel Winne Harlow as its new brand ambassador to support the launch. Harlow will star in a new content series showing different cocktail recipes.
Key Lead Takeaways: The brand has been increasing national TV spend while decreasing digital spend for the past couple of years. However, Skyy will likely ramp up ad spend or launch a campaign to promote the new products. It will also likely utilize celebrity influencers more in the future. Get in touch if you can help Skyy promote the new infusions.
Target Demographic: Millennials and 21+ Gen-Zers
Key Spend Notes:
- Media planning period: Q4
- Media buying period: Q1
- Top spending period: Q3
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Skyy under Wine, Spirits, & E-Cigs**
- 2023 YTD Spend: $460k
- 2022 STP Spend: $5.3k
- 2022 FY Spend: $58k
- 2021 FY Spend: $0
Ad Flight Breakdown (by spend): Skyy has aired one spot in 2023: "Born From the Blue: Catch Feels."
Top Daypart (by impressions): Weekend Afternoon (188k), Primetime (79k), Day Time (58k), Overnight (40k), and Late Fringe PM (36k).
Top Networks (by spend): Bally Sports Ohio, Bally Sports Wisconsin, ABC, and Bally Sports Southwest.
Top Shows (by spend): AVP Pro Beach Volleyball Tour, New York Pride March, World Poker Tour, 2023 Miami Open Tennis, and NASCAR Race Rewind.
Top Industry/Vertical Spenders (by spend): Crown Royal (19%), Remy Martin (9%), Ketel One (8%), Patron Spirits (5%), and Jim Beam (4%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Skyy under Vodka**
2023 YTD Spend: $1m
2022 STP Spend: $1.9m
2022 FY Spend: $2.7m
2021 FY Spend: $1.3m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $198.9k
- Q2 2022 Spend: $619k
- Q3 2022 Spend: $1.1m
- Q4 2022 Spend: $723.8k
Impressions: 154.4m
Top Ad Types (by spend): Instagram (62%) and Facebook (38%).
Top Purchase Channels: Direct (100%).
Top Publishers: instagram.com and facebook.com.
Top Industry/Vertical Spenders: Ciroc (29%), Smirnoff (19%), Grey Goose (17%), Tito's (7%), and Skyy (6%).
Top Creative (by spend; see below): Pathmatics reports that four creatives have run during 2023 (note that not all creatives debuted in 2023).
Current Agency Roster:
- mono: creative AOR
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.
