| The marketing power behind the US Open’s Honey Deuce. |
Presented By |
 |
It’s Monday. Embattled creator golf company Good Good Golf will no longer sponsor a November PGA Tour event in Austin, according to Front Office Sports. Good Good has seen wide-ranging fallout after the brand and golf equipment company Callaway released a baffling ad in which one of Good Good’s founders shoves golfer and influencer Alexis Miestowski to the ground. In today’s edition:
—Alyssa Meyers, Jennimai Nguyen, Erin Cabrey |
|
SPORTS MARKETING Beyond the deuce  Grey Goose |
If a fan goes to the US Open but doesn’t drink a Honey Deuce, does it count? The unofficial bevvy of the summer and the signature drink of the annual tennis tournament, which consists of Grey Goose vodka, fresh lemonade, raspberry liquor, and a garnish of three scoops of honeydew melon, has regularly broken its own sales records in recent years, according to Aleco Azqueta, global VP of marketing at Grey Goose parent company Bacardi. In 2019, Grey Goose, which has been the official vodka of the US Open for the past two decades, sold about 274,000 Honey Deuces during the tournament, according to the company. In 2021, slightly fewer—about 269,000—sold, but in 2022, when demand for live events started roaring back, that number skyrocketed to about 415,000, per Grey Goose. Honey Deuce sales increased further to about 460,000 in 2024, and last year the company set a record, doling out over 738,000 of the cocktails. Barring the addition of even more days to the US Open festivities, there are only so many Honey Deuces fans can consume—so while Azqueta still has high hopes for the brand during the tournament, his focus this year is on more than just getting those iconic cups in hands. “We don’t even know if the number will increase, just because it’s the same amount of people going through the gate,” he said. “They’re already experiencing the Honey Deuce, you’ve already extended a week with [Fan Week], so for us, it’s really become more about ‘How do we give the most premium experience to the fans?’” Continue reading here.—AM
|
|
|
Sponsored By Marketing Architects Burned by numbers  |
Marketers, if you feel a burning sensation in your wallet when you advertise on CTV, stop, drop, and listen up. Marketing Architects x Adweek’s free webinar on Sept. 24 takes a data-backed look at why CTV attribution, targeting, and fees rarely work the way marketers assume and what to do when the numbers don’t hold up. Attendees will learn:
- why most CTV targeting is far less accurate than marketers assume
- how platform self-reported attribution can overstate real campaign results
- which questions to ask any CTV vendor before the next buy
RSVP here to save your seat, and get the cool relief of the insights you can apply right away. |
|
|
TV & STREAMING That’s slick  ABC |
The mirrorball universe has expanded—and so too have the brand sponsorship opportunities. The spinoff competition dance series Dancing With The Stars: The Next Pro has kept Dancing With The Stars franchise fans fed this summer, and as its official presenting sponsor, hair-care brand göt2b is part of the choreography. The competition reality show, which airs Monday nights on ABC and hits Disney+ and Hulu the next day, features a group of 12 professional dancers who compete to eventually become the next pro to join the main cast of Dancing With The Stars in its upcoming 35th season this fall. Leading up to its August 31 finale, The Next Pro has served as a hype machine for general audiences of the main show—and for göt2b, it’s provided a prime place to build relationships with dancers and a Gen Z audience. Alongside performances and judging sessions typical of the main show, the spinoff series also gives a bit more of a look into the day-to-day life and preparation that goes into training to be a pro dancer, offering a natural opportunity for onscreen brand integrations, Amorello said. The brand appears in five of the eight episodes in various moments, and it features in social content with Dancing With The Stars cast member and pro dancer Daniella Karagach. “We are known and beloved by the dance community, so as a result, we’re always trying to find our ways in with that community, just increasing engagement and connection,” Jacqueline Amorello, senior brand manager for göt2b at Henkel, told us. Read more here.—JN
|
|
|
Sponsored By Snapchat  |
Join the convo. Snapchat creator content is built on everyday presence, not overly polished posts. Creators are active throughout the day, sharing in real time and in less curated ways that feel more relatable and trustworthy to audiences. This is where branded content can show up in an organic way. Read on for Snapchat’s POV on creator marketing. |
|
|
BRAND STRATEGY Love to be loyal  Morning Brew Design |
All brands want a consumer who’s loyal—but these days, they’re getting harder to come by, and the concept of what “loyalty” means is getting more difficult to pin down. Rising concerns over brand loyalty have emerged in recent years amid soaring consumer prices, the rise of private label and dupe culture, and the emergence of new ways to shop. “Categories are crowded, access is high, switching costs are low, and it’s very easy for consumers to experiment with different brands and not have that loyalty,” Kearney Consumer Institute Lead Katie Thomas said. One of the biggest “struggles” with brand loyalty is its definition, Thomas said. Many brands consider loyalty to be simply a repeat purchase, when really that can be an indication of “inertia,” habitual buying, or decision fatigue, she said. While many brands are chasing repeat purchases through offerings like subscribe and save and loyalty programs, a major defining factor of loyalty comes down to an emotional connection, establishing trust and longevity. For example, a “brand I grew up with,” like Diet Coke or Heinz ketchup, is a strong indicator of loyalty, Thomas said. Of course, price is one of the contributors to consumers shifting loyalty. A recent DOSS survey found that 60% of consumers said they’d stop shopping for a brand they were loyal to because of price increases, while 70% identify as less brand loyal than a year ago. Continue reading on Retail Brew.—EC
|
|
|
Sponsored By The Female Quotient  |
Tuesday’s cheat sheet for what everyone’s talking about. The Female Quotient turns the news you actually care about into a three-minute Tuesday download. They’ll break down what’s really happening across business, culture, work, money, and life, and give you something interesting to say on your next call, at dinner, or in the group chat. |
|
|
 |
Level up your career with these resources from our sponsors!
|
|
|
french press  Morning Brew |
There are a lot of bad marketing tips out there. These aren’t those. Read receipts: Tips on boosting email open rates. Level up: Understanding the difference between AEO mentions and citations—and how to turn one into the other. Seeing red: A guide to growing a brand presence on Reddit.
Marketing’s biggest live group chat: Advertising Week New York brings 1,300+ speakers, 500 sessions, and four idea-packed days to NYC from Oct. 5–8. Marketers can register now and claim their seat.*
*A message from our sponsor. |
|
|
IN AND OUT  Francis Scialabba |
Executive moves across the industry.
- Wendy’s tapped Tariq Hassan, who was previously chief marketing and customer experience officer at McDonald’s US, to serve as chief marketing and customer growth officer.
- Skims elevated Kim Schraub from creative director to chief brand officer.
- The Fashion Institute of Technology hired WME Fashion’s EVP and CMO, Kimberly Fasting-Berg, as the college’s inaugural CMO.
- Finn Partners brought on Kim Sizemore from Wieden+Kennedy to serve as the marketing and PR agency’s first head of integrated media.
|
|
|
Share the Brew
Share the Brew, watch your referral count climb, and unlock brag-worthy swag.
Your friends get smarter. You get rewarded. Win-win.
Your referral count: 0 Click to Share
Or copy & paste your referral link to others:
marketingbrew.com/r/?kid=77999182
|
|
|
|
|
Comments
Post a Comment