Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.
Media Edge: White Claw introduces first non-alcoholic drink
Media Sales Lead: White Claw (WC) just entered the zero-proof market with White Claw 0% Alcohol. The beverage includes 2g of sugar and 15 calories. It comes in variety 12-packs and single-flavor six-packs. Flavors include Black Cherry Cranberry, Mango Passion Fruit, Peach Orange Blossom, and Lime Yuzo. WC 0% will be available nationwide on January 1st, 2024. The brand's DMs believe there is consumer demand for zero-alcohol beverages among its target audience.
Key Lead Takeaways: WC will likely launch an ad campaign to promote the new non-alcoholic version. Start reaching out soon to offer ad space. The brand has been decreasing national TV spend for the past couple of years. Meanwhile, digital spend in 2023 doubled compared to 2022.
Target Demographic: Gen-Z (21+) and millennials
Key Spend Notes:
- Top spending period: Q2
- WC allocates the majority of its ad dollars during the late spring and summer months.
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes WC under Food & Beverage: Beer**
- 2023 YTD Spend: $3.1m
- 2022 STP Spend: $5m
- 2022 FY Spend: $5.5m
- 2021 FY Spend: $18m
- 2020 FY Spend: $1m
Ad Flight Breakdown (by spend): WC has aired nine spots this year; the top five were "Roller Girl/Light Ball/House Party," "Smooove Sundown," "Smooove Thoughts," "Truck, Boat, and Motel," and "The Wave."
Top Daypart (by impressions): Weekend Afternoon, Primetime, Weekend Day, Day Time, and Overnight.
Top Networks (by spend): NBC, ABC, Bally Sports SoCal, Bally Sports San Diego, and Bally Sports Midwest.
Top Shows (by spend): AVP Pro Beach Volleyball Tour, NBA Basketball, 149th Kentucky Derby, The Bachelorette, and BET Awards 2023.
Top Industry/Vertical Spenders (by spend): Modelo (19%), Corona Extra, (10%), Michelob, (8%), Coors Light (7%), and Bud Light (6%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes WC under Hard Seltzers**
2023 YTD Spend: $55.6m
2022 STP Spend: $26.8m
2022 FY Spend: $29.3m
2021 FY Spend: $20.7m
2020 FY Spend: $8.3m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $2.5m
- Q2 2022 Spend: $11.6m
- Q3 2022 Spend: $9.2m
- Q4 2022 Spend: $6m
2023 Impressions: 5b
Top 2023 Ad Types (by spend): YouTube (72%), Instagram (17%), Facebook (11%).
Top Purchase Channels: Direct (100%).
Top Publishers: youtube.com, instagram.com, facebook.com, dailymotion.com, and kentuckyderby.com.
Top Industry/Vertical Spenders: White Claw (74%), Truly (10%), Topo Chico (6%), Vizzy (6%), and Lone River (2%).
Top Creative (by spend; see below): Pathmatics reports that 173 creatives have run during 2023 (note that not all creatives debuted in 2023).
Current Agency Roster:
- VCCP US: creative AOR
- Haworth Marketing & Media: media AOR
