Prospect List: Top 10 Beverage Advertisers

Prospect List: Top 10 Beverage Advertisers

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 the beverage industry, 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 opportunity for you and your team. Brands 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.

Winmo is the industry’s leading resource for connecting national advertisers to the agencies they work with and the decision makers within. To learn more about these relationships and those in other categories simply request your demo today.

Bud Light

2018 Total Media Spend: $226,086,588 

Parent Company: Anheuser-Busch, Inc. 

Company Revenue: $5.46 B 

Location: New York, NY 

Additional Insight: 

  • Creative Agency: Wieden + Kennedy 
  • Vizeum: Media Buying + Planning 

Request a Demo for Access to Bud Light Decision-Maker Contact Info 

 

Pepsi

2018 Total Media Spend: $223,244,793

Parent Company: PepsiCo, Inc

Company Revenue: $64.66 B 

Location: Purchase, NY 

Additional Insight: 

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 it’s NFL sponsorship until 2022, so those with high ROI strategies among sports fans will have the upper hand securing ad revenue. Spend will likely stay high throughout 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. It’s 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 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. 

Request a Demo for Access to Pepsi Decision-Maker Contact Info 

 

Coca-Cola

2018 Total Media Spend: $216,376,162 

Parent Company: The Coca-Cola Company 

Company Revenue: $31.86 B 

Location: Atlanta, GA 

Additional Insight: 

  • Creative Agencies: Fitzco, Turner Duckworth, Translation, Omelet, Hatch Design, Ogilvy, Pereira & O’Dell, Leo Burnett Worldwide 
  • Media Agency: Universal McCann

Request a Demo for Access to Coca-Cola Decision-Maker Contact Info

 

Corona Extra

2018 Total Media Spend: $167,022,712

Parent Company: Constellation Brand, Inc

Company Revenue: $8.12 B 

Location: Victor, NY 

Additional Insight: 

  • Creative Agency: Upshot 
  • Media Agencies: Delta Media, Cramer-Krasselt 

Request a Demo for Access to Corona Extra Decision-Maker Contact Info 

Coors Light

2018 Total Media Spend: $114,654,148

Parent Company: MillerCoors, LLC 

Company Revenue: $2.59 B 

Location: Chicago, IL 

Additional Insight:

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 since the struggling brand is finally starting to see sales improve and since the brand is the company’s top priority, according to executives in a Q1 earnings call. The brand also bolstered its marketing team in order to support these efforts. 

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. 

Media Seller Opportunity: Top spending periods are historically Q2 and Q4. Remember Coors Light is trying to target young consumers, mainly young millennials and members of Gen-Z above legal drinking age. The beer brand typically works through TV, digital, outdoor, print, experiential, social, earned media, cause marketing, and radio channels. 

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. 

Request a Demo for Access to Coors Light Decision-Maker Contact Info 

Gatorade

2018 Total Media Spend: $114,042,912

Parent Company: PepsiCo, Inc

Company Revenue: $64.66 B

Location: Purchase, NY 

Additional Insight: 

  • Media Agency: OMD 

Request a Demo for Access to Gatorade Decision-Maker Contact Info 

Miller Lite

2018 Total Media Spend: $99,447,780

Parent Company: MillerCoors, LLC 

Company Revenue: $2.59 B 

Location: Chicago, IL 

Additional Insight: 

  • Creative Agency: DDB Chicago 
  • Media Agencies: Connect at Publicis Media, Kinetic Worldwide

Request a Demo for Access to Miller Lite Decision-Maker Contact Info 

Modelo Especial

2018 Total Media Spend: $91,920,648

Parent Company: Constellation Brands, Inc

Company Revenue: $8.12 B

Location: Victor, NY 

Additional Insight: 

  • Creative Agencies: Cavalry, Upshot, Ogilvy 
  • Media Agency: Horizon Media, Inc

Request a Demo for Access to Modeleo Especial Decision-Maker Contact Info 

Michelob Ultra

2018 Total Media Spend: $74,672,194

Parent Company: Anheuser-Busch, Inc 

Company Revenue: $5.46 B

Location: New York, NY

Additional Insight: 

  • Creative Agencies: FCB Chicago, Laundry Service 
  • Media Agency: Vizeum 

Request a Demo for Access to Michelob Ultra Decision-Maker Contact Info

Dr. Pepper

2018 Total Media Spend: $67,148,125

Parent Company: Keurig Dr. Pepper Inc

Company Revenue: $7.44 B 

Location: Plano, TX

Additional Insight: 

  • Creative Agencies: Deutsch, Inc, The Richards Group 
  • Media Agency: Initiative 

Request a Demo for Access to Dr. Pepper Decision-Maker Contact Info

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