5 Summer Campaign Launches Sellers Need to Know About - Winmo
Winmo highlights five summer campaign launches offering sales opportunities, including Duracell’s new Optimum battery campaign targeting broad and Spanish TV audiences, and Constellation Brands’ multi-channel “Make It Amazing” campaign for Kim Crawford wine aimed at millennial women with ongoing and upcoming campaigns for other brands, encouraging sellers to capitalize on predictable spending patterns and diverse media placements through Q4 2020.
Summer isn’t a dead zone for sales, and there are several opportunities available. Winmo's team of in-house researchers tracks daily campaign launches and identifies where opportunities lie for sellers. Here are five summer campaign launches presenting revenue opportunities to pursue right now:
1. Multi-generational Broadcast Opportunities: Duracell Launches New Creative Campaign
To support the launch of Duracell’s new Optimum battery, Creative AOR Wieden + Kennedy (New York) released a new comedic campaign under the tagline “Extra Life. Extra Power.”
Media Seller Opportunity:
- Duracell, owned by Warren Buffett since 2014, generates consistent revenue, making potential spending dollars more predictable.
- Sellers are encouraged to open broadcast and digital space for Q4.
- The broad need for batteries creates an expansive audience.
- Sellers with experience in the Spanish TV space are also encouraged to reach out.
2. Millennial Media Opportunities: Constellation Launches Campaign for Kim Crawford, Plans More Campaign Launches
Constellation Brands launched a campaign for its Kim Crawford wine brand. The “Make It Amazing” campaign, crafted by creative AOR Calvary, features TV spots on networks such as Bravo, E!, Food Network, FX, HGTV, TBS, and Travel Channel AMC. The campaign also uses digital, social media, dynamic retail displays, strategic partnerships, consumer sampling, and experiential marketing.
Media Seller Opportunity:
- The campaign will run through February 2020, allowing sellers to secure last-minute revenue.
- Kim Crawford targets primarily women, but Constellation as a whole typically targets millennial men.
- Spend is historically highest during Q2 and Q4.
- Additional campaigns, especially for the beer portfolio (Corona Premier and Modelo), are expected.
- Sellers should also consider other brands under the Constellation umbrella.
Agency and Martech Opportunity:
- With an expanding team and increased spend, agency and martech professionals with alcohol experience are encouraged to reach out.
- Expect competition from media agency Horizon and creative agencies such as Cramer-Krasselt, Edenspiekermann, Roundhouse, MUH-TAY-ZIK l HOF_FER, Upshot, Trinity Brand Group, and Cavalry.
3. Gen-Z Media Opportunities: Sprite Evolves Hip-Hop Marketing Strategy With New Campaign, Increases Spend
Sprite’s “Thirst for Yours” campaign began with a media event and panel at the BET Experience in Los Angeles. The campaign centers around TV spots featuring aspiring rapper Kodie Shane and fashion designer Seth Giscombe. Created by Wieden+Kennedy, it also uses social media, influencers, outdoor, and experiential activations.
Media Seller Opportunity:
- While revenue from this specific push may be limited, sellers should monitor the “Thirst for Yours” banner as it is a multi-year initiative.
- Revenue opportunities are likely during planning period Q3 and buying period Q2.
- Sellers with high reach among millennials (target age 13-24) will have an advantage.
- Spend increases are expected with new leadership and environmentally friendly bottle promotions.
4. Outdoor Media Opportunities: Spotify Launches Outdoor Campaign in Promotion of LGBTQ+ Community
Spotify launched an interactive out-of-home campaign in partnership with Clear Channel, featuring digital billboards with a “Yes” and the Pride flag to celebrate the LGBTQ+ community. The campaign runs through August across 15 cities including London, New York, Madrid, and Paris.
Media Seller Opportunity:
- While direct revenue from this campaign may be limited, sellers should watch for similar interactive out-of-home campaigns in the future.
- Top spending periods are Q2 and Q4.
- Sellers should also monitor new products like Spotify Lite and upcoming podcasts.
- Spotify’s main demographic includes millennials and Gen-Z.
- Marketing spend has increased and is likely to continue as Spotify expands its marketing leadership.
Agency and Martech Opportunity:
- New hires may review current agency relationships, so agency and martech professionals are encouraged to reach out.
- Competition includes UM, NYC for media; creative is typically handled in-house.
5. Review Imminent: Long John Silver’s Promotes CMO, Launches Campaign
Long John Silver’s promoted Stephanie Mattingly to CMO and Christopher Caudill to marketing VP.
Agency and Martech Opportunity:
- Promotions may signal agency review opportunities, especially for PR, digital, and media buying work.
- Baldwin& handles creative and media planning; ICON International handles media buying; RunSwitch handles PR.
- Focus pitches on differentiating LJS from competitors and reversing sales declines.
Media Seller Opportunity:
- LJS is shifting towards experiential and digital tactics.
- Dollars may be available from the “Fishmas in July” campaign (TV, streaming audio, paid social) targeting younger consumers.
- Additional revenue may be tied to busy seasons (summer, Lent, Christmas) and menu updates.
- Planning conversations typically occur in Q3; buying conversations in Q2.
- Sellers with omnichannel strategies led by digital and social will have an advantage.
- The target demographic is mainly millennials and Gen-Z.
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