Prospect List: Top Beverage Advertisers - Winmo
The report highlights that in 2018, US ad spend reached $151 billion with beverage advertisers like Bud Light and Pepsi driving significant investments—Bud Light spent over $226 million and Pepsi over $223 million on media, leveraging agencies such as Wieden + Kennedy and Vizeum, while PepsiCo's renewed NFL sponsorship and focus on millennials and Gen-Z indicate ongoing high ad spend, especially in Q4, as the global beverage industry is projected to grow to $1.9 trillion by 2021 at a 3% CAGR.
According to reports, total US ad spend in 2018 reached $151 billion, a 4.1% increase over the previous year. A large contributor to this staggering ad spend is beverage advertisers, a trend that is likely to continue upward. Digital advertising is an increasingly important tool to engage with consumers and combat slow growth for slow beverage brand growth, and brands of all sizes are testing the digital waters.
The global beverage industry is expected to reach an estimated $1.9 trillion by 2021 and is forecasted to grow at a CAGR of 3.0% from 2016 to 2021. So how do you capitalize on this growth opportunity?
We’re breaking down the top 10 beverage advertisers, the big guys creating opportunities for you and your team. Beverage advertisers such as Bud Light, Gatorade, and Dr. Pepper are making significant investments, and we’re including relevant media and creative agency relationships plus specific opportunities for you and your team to target now.
1) Bud Light
- 2018 Total Media Spend: $226,086,588
- Parent Company: Anheuser-Busch, Inc.
- Company Revenue: $5.46B
- Location: New York, NY
- Creative Agency: Wieden + Kennedy
- Vizeum: Media Buying + Planning
2) Pepsi
- 2018 Total Media Spend: $223,244,793
- Parent Company: PepsiCo, Inc
- Company Revenue: $64.66 B
- Location: Purchase, NY
- Seth Kaufman, PepsiCo president since 2017, is departing in January for a position at Moet Hennessy. PepsiCo has not yet announced a replacement.
Media seller opportunity: PepsiCo has also renewed its NFL sponsorship until 2022, so those with high ROI strategies among sports fans will have the upper hand in securing ad revenue. Spend will likely stay high throughout the football season. The company’s spend typically stays high throughout the year, but spikes during Q4 ahead of the holidays. Along with national TV and digital display, it uses search, OOH, print and radio. Its target demographic primarily consists of millennials and Gen-Z. Overall spend has increased under Ramon Laguarta, CEO since October.
Agency and martech opportunity: OMD has handled media for over a decade, far longer than the average agency tenure of 3-4 years. PepsiCo brought social media in-house in 2017 and may do the same with digital. We have not heard of any digital agency shifts since they dropped their digital agency late last year. Keep PepsiCo on your radars, since new leadership could signal reviews. They work with creative agencies TBWA/Chiat/Day and BBDO.
3) Coca-Cola
- Parent Company: The Coca-Cola Company
- 2018 Total Media Spend: $216,376,162
- Company Revenue: $31.86 B
- Location: Atlanta, GA
- Creative Agencies: Fitzco, Turner Duckworth, Translation, Omelet, Hatch Design, Ogilvy, Pereira & O’Dell, Leo Burnett Worldwide
- Media Agency: Universal McCann
4) Corona Extra
- 2018 Total Media Spend: $167,022,712
- Parent Company: Constellation Brand, Inc
- Company Revenue: $8.12 B
- Location: Victor, NY
- Creative Agency: Upshot
- Media Agencies: Delta Media, Cramer-Krasselt
5) Coors Light
- 2018 Total Media Spend: $114,654,148
- Parent Company: MillerCoors, LLC
- Company Revenue: $2.59 B
- Location: Chicago, IL
Reported in June, MillerCoors has a three-pronged approach to marketing under CMO Michelle St. Jacques, who started in February. In order to bring drinkers back to beer, it is focusing on younger drinks, bringing ideas to market faster, and building a more friendly brand. The majority of these efforts are slated to go to Coors Light and the struggling brand is finally improving.
The beer brand concluded its creative review in June and tapped Leo Burnett Chicago. The Publicis agency replaces 72andSunny, which ceased work on the account in March, and will work alongside roster shops like DDB. The multi-agency rosters will allow Coors Light to better connect with consumers.
Sponsorship opportunity: Hookit reports sponsorships include the NHL, Phoenix Mercury, the New York Giants, the Golden State Warriors, and Colorado Avalanche.
Agency and martech opportunity: Since reviews tend to follow one another, reach out for additional work. Competition will include Connect at Publicis Media and ICF Next. Keep in mind Jack Morton Worldwide picked up experiential duties for Coors Light in March.
6) Gatorade
- 2018 Total Media Spend: $114,042,912
- Parent Company: PepsiCo, Inc
- Company Revenue: $64.66 B
- Location: Purchase, NY
- Media Agency: OMD
7) Modelo Especial
- 2018 Total Media Spend: $91,920,648
- Parent Company: Constellation Brands, Inc
- Company Revenue: $8.12 B
- Location: Victor, NY
- Creative Agencies: Cavalry, Upshot, Ogilvy
- Media Agency: Horizon Media, Inc
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