SPIRITS ADS POPPING UP IN NEW MEDIUMS
Spirits advertising in the U.S. market took a cut for the first time in almost ten years in 2005, as top spenders like Jack Daniel’s, Captain Morgan and Absolut have opted to lessen ad space. Instead, popular brands like Ketel One and Grey Groose have increased marketing with a mix of old and new media – such as internet, cable TV and newspaper advertising investments.
Both TV and internet ad spending have shot up almost 50% respectively since 2000, with spirits marketers in the U.S. spending almost $460 million, according to Impact Databank and TNS. Spirits companies spent a whopping $27 million on newspaper ads in 2005, while magazine advertising accounted for 55% of the spirits industry’s collective spending.
Mainly, the brands advertised in newspapers are mostly ultra-premium and targeted towards an older demographic that still reads the paper. However, brands reaching out at the millennial generation, 21-29 year olds, are moving away from print advertising towards digital media. Just look at bacardilive.com and Malibu-rum.com as examples – both are recent websites offering promotions, music and cocktail recipes aimed at 20-somethings.
Both TV and internet ad spending have shot up almost 50% respectively since 2000, with spirits marketers in the U.S. spending almost $460 million, according to Impact Databank and TNS. Spirits companies spent a whopping $27 million on newspaper ads in 2005, while magazine advertising accounted for 55% of the spirits industry’s collective spending.
Mainly, the brands advertised in newspapers are mostly ultra-premium and targeted towards an older demographic that still reads the paper. However, brands reaching out at the millennial generation, 21-29 year olds, are moving away from print advertising towards digital media. Just look at bacardilive.com and Malibu-rum.com as examples – both are recent websites offering promotions, music and cocktail recipes aimed at 20-somethings.
posted at 12:58 PM
<< Home