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• This is just the latest of many innovations; the company began with lemonade and spiked beverages in 2021 and launched its first seasonal flavor last fall.
• The new flavors are nojito, peach strawberry, mango black tea, and mint green tea.
• To fuel its innovation initiatives, Spindrift hired innovation manager Lexi Vaccaro in December 2022.
• The company will likely:
  • Keep rolling out new products in its ongoing innovation push
  • Launch promotional material supporting the new flavors
  • Continue increasing spend
• Target demographic: 
  • Gen-Z and millennial women

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, Spindrift spent roughly $827.1k on digital ads, more than double the roughly $339.7k spent in 2021.
  • 2022 data: The company earned an estimated 134.8m digital impressions last year via Facebook (35%), Instagram (34%), desktop display (30%), and mobile display (1%) ads.
    • ​​​​​​​Spindrift placed most of last year's desktop display ads site direct onto destinations such as amazon.com (58%) and popsugar.com (40%).
• Additional channel insights  
  • The company utilizes Google Ads.

Additional agency insights:

• Opportunity: Get in touch to see if Spindrift is in search of agency partners to handle things it doesn't currently seem to outsource such as PR, multicultural, and/or experiential.
• Current agency roster:
  • ​​​​​​​: Media and social agency partner
  • : Creative and digital agency partner

Insight Sources: Digital spend insights estimated by .