Bud Light's new commercials build on TV show themes | BodyArmor investor Bryant has big plans for the brand | Draw the right conclusions from data
October 20, 2017
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Beverage Marketing News
Absolut Truth campaign decorates NYC neighborhoods
Absolut Truth campaign decorates NYC neighborhoods
(Justin Sullivan/Getty Images)
Absolut is staging an out-of-home campaign in select neighborhoods throughout New York City. Mara Washington, director of Absolut brand activation for parent company Pernod Ricard, characterizes the campaign as hyperlocal and reflective of the "rich history of acceptance and inclusion" that is a hallmark of both the city and the vodka.
Just-Drinks (free content) (10/18) 
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Bud Light's new commercials build on TV show themes
Bud Light has released two new TV spots, hoping to gain additional ground after its recent "Game of Thrones" spot. The first spot is inspired by AMC's "The Walking Dead" and will run during that broadcast, while the second features a Patriots-themed NFL narrative.
Ad Age (10/19) 
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BodyArmor investor Bryant has big plans for the brand
With revenues on track to hit $200 million this year, investor Kobe Bryant is betting that he can make BodyArmor the top-selling sports drink in the country by 2025. The strategy for the drink involves pitching the brand's better-for-you nutrition profile to athletes as a more modern and effective hydration option than traditional sports drinks.
CNBC (10/19) 
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Measurement and Technology
Draw the right conclusions from data
Analytical data can be crucial in helping marketers make sense of engagement levels and conversion, but companies must first learn to make correct inferences from the data, writes Josh Spilker. Focusing on customer demographics and lifestyle information can make campaigns more successful, he suggests.
SmartBrief/Marketing (10/19) 
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AI system creates and hones Facebook, Instagram campaigns
Advertisers can now hone their Facebook and Instagram ads via the best mix of creatives and targeting parameters using Data Gran's AdOptimizer. The system uses artificial intelligence and machine learning to create dozens of ad variations that run on successive days and are then compared to see which are most effective.
MarTech Today (10/18) 
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Pinterest brings search ads to Ads Manager
Pinterest brings search ads to Ads Manager
(Lionel Bonaventure/AFP/Getty Images)
Pinterest's Ads Manager now includes search ads, which give advertisers the opportunity to target users browsing for specific items via keywords and product categories. Advertisers can also use the platform's Taste Graph to auto-target search ads based on over 5,000 consumer interests.
TechCrunch (10/18),  MediaPost Communications (10/18),  Marketing Land (10/18) 
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Trends and Insights
Indies are leading the way in increased foot traffic for coffee shops
Indies are leading the way in increased foot traffic for coffee shops
(Sean Gallup/Getty Images)
Foursquare is reporting that foot traffic to independent coffee shops has increased 5% year over year. San Francisco-based Philz saw the largest gain at 11% since May 2016, and Foursquare notes that chains with strong food and coffee pairings are seeing the greatest customer loyalty.
GeoMarketing (10/13) 
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Instagram is shaping the present and future of cocktails
Instagram continues to shape trends in cocktails and influence both professional bartenders and home enthusiasts, Nick Hines writes. The social media platform is also a good way for craft beverage-makers to get noticed without spending a lot on a marketing budget, he adds.
VinePair (10/18) 
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Advertisers tapping influencers for paid content
Advertisers are taking the next step in influencer marketing by using content generated by influencers in paid media beyond their social accounts to glean more value from the content. The practice offers cost savings over the practice of paying publishers to create branded content, writes Yuyu Chen.
Digiday (10/19) 
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SmartBrief Originals
Most Clicked: Take a look at this week's hottest food and beverage industry stories with SmartBrief
Wildfire effects top this week's most-read stories
The impact of wildfires on California wineries was at the front of food and beverage readers' minds this week. The news nabbed two of this week's top 10 most-read spots, followed by news of Nestle opening a dedicated Amazon facility, Conagra's new products strategy and Culver's recent cash infusion.
SmartBrief/Food & Beverage (10/20) 
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