Gen-X, Millennial Opps: Coffee-Mate appoints creative AOR amid YTD spend increases (Score 57)

Sales lead: Reach out now to offer ad space & inquire about other agency duties. 

• Coffee-Mate (CM) named Wieden + Kennedy creative AOR in December 2023.
• Wieden + Kennedy is responsible for brand strategy, creative development, and social. 
• The agency is also tasked with retaining existing customers while also attracting new ones. 
• The first creative work is scheduled for Q2 2024. 

Target demographic: Gen-Xers & millennials

The brand will likely:

• Keep ramping up ad spend
• Launch a campaign/fresh creative work in Q2 2024
• Make additional agency changes

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: CM spent about $25.6m on national TV ads YTD, a significant jump from $6m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped 57% from $18.5m in 2021 to $8m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, Big Brother, NCIS, The First 48, and Friends. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: CM spent nearly $10.7m on digital display ads YTD, a huge increase from $2.9m spent in this channel during the same time period of 2022.
• YTD data: 1.5b impressions via Facebook (58%), Instagram (30%), and YouTube (11%). 
• 2021-2022 spend: Full-year spend fell 47% from $7.5m in 2021 to $4m in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com, instagram.com, and youtube.com. 

Additional channel insights  

• CM also invests in local broadcast. 
• Top podcasts sponsored: Daily Tech News Show. 

Agency analysis:

• Opportunity: Agency reviews tend to follow one another, so get in touch now to be top-of-mind. 
• Current roster:
  • Wieden + Kennedy: creative AOR
  • GroupM: media AOR
  • Casanova//McCann: multicultural
  • Dentsu X: creative & digital