The ad is more than just a little bit out there. But it would not be smart to bet against Scott, who has shown a knack for thrusting brands into pop culture in a way that translates to sales. His limited-time collaboration last year with McDonald’s, which took the form of The Travis Scott Meal—a Quarter Pounder with cheese, bacon and lettuce, and fries, with BBQ sauce and a Sprite for $6—was a huge success, spurring demand so strong that it led to an ingredient shortage at some locations.
AB InBev envisions a longer-term deal with Scott, saying in a statement that “this is a true partnership, not a limited edition ‘drop’ or one-off collaboration. Cacti marks Travis’ first foray into the beverage space and represents a long-term priority for all parties involved as they continue to revolutionize the beverage industry.”
Scott in a statement said: “This has been something I had a strong vision for and have wanted to do for a while. It was important to me to be heavily involved in the entire creative process; from the flavor obviously, to the can design, packaging and the entirety of the brand world we’ve built. I sought to create a beverage brand that was unlike others in the market.”
In an interview late last year with Ad Age, Lana Buchanan, VP of marketing for AB InBev’s so-called Beyond Beer division, elaborated on the digital-first approach, saying “the goal of any brand nowadays is to be … ‘proud to hold’ or ‘proud to drink.’ And the way that you really build that now is more around the social, the relevant content, interacting with [consumers] in different mediums, versus going in on TV.”
Asked why the brand now opted for a TV ad in the Grammys, she said in a statement that “a majority of our media is indeed digital and social, and we decided to use TV the night before launch to make a big statement and build excitement around Cacti's launch. We plan to always be digital first and will use TV to celebrate big releases or moments for the brand in the years to come.”
The TV buy of course also benefits from the contextual Grammys tie-in. Scott was nominated for best melodic rap performance for “Highest in the Room.”
The Link LonkMarch 15, 2021 at 09:35AM
https://adage.com/article/cmo-strategy/watch-grammys-ad-travis-scott-backed-hard-seltzer-anheuser-busch-inbev/2321686
Watch Grammys ad for Travis Scott-backed hard seltzer from Anheuser-Busch - AdAge.com
https://news.google.com/search?q=hard&hl=en-US&gl=US&ceid=US:en
No comments:
Post a Comment