LAST CALL 7.24

While it's hard to believe we're half way through the year, it's flowing by at the same time. From successful launches to onboarding new clients to welcoming new team members, 2024 has been pivotal for us at Spirited Media. If this is what we can expect for the rest of the year, we won't be complaining! Now grab your beverage of choice, take a seat, and catch up with the collective.

Spirited Spotlight with Sam Richards

• FEW Spirits and SMASHING PUMPKINS aren't afraid to break barriers and their recent collaboration was no different. We had a blast working with the team at FEW Spirits to execute a successful launch for the limited-edition product. This collaboration was authentic to their brand, resonated with both communities, and drove impressive sales. The launch email campaign saw an open rate of 50.41%, a click-through rate of 6.14%, and generated over $4K in revenue. Throughout the social media rollout, FEW Spirits garnered over 3,689 likes, 205 comments, 159 saves, and 586 shares. You can find us rocking out and celebrating with a dram or two!
• Our grocery list is primarily beverage brands at this point and we're not mad about it. New to the scene and already making it to the top of our lists? OOSO Sparkling Tea, Better Late, Small Beer, NAUGHTEA, and Rad Soda... to name a few.

Industry Insights with Alisa (Langer) Medeo

Responsible Marketing

• The industry vested a joint commitment to responsible marketing and merchandising of crossover products. Crossover products are typically beverages that use branding from existing non-alcoholic drinks. This commitment outlines specific actions for producers, wholesalers, and retailers to ensure the products are clearly labeled as alcoholic and are marketed to adults of legal drinking ages. This is the three-tier industry doing its part to prevent confusion among consumers and promote responsible practices throughout the supply chain.

Raise a Glass to Harvey Chaplin

• On June 9th, the industry said goodbye to one of the most pivotal figures in the wine and spirits industry, Harvey Chaplin, Southern Glazer’s Chairman. His dedication and commitment to the industry was unwavering. He pioneered the modern three-tier system and played a crucial role in expanding and consolidating the second tier of distribution. His vision propelled Southern Glazer’s Wine & Spirits to unprecedented growth. Now, Southern Glazer’s is a well-known industry name and is the largest distributor of alcoholic beverages in North America. It’s safe to say he left a lasting legacy.

Marketing Moments with Michaela Mueller

It's an Orange Cream Summer

• Earlier this month, poppi launched their highly anticipated new flavor, Orange Cream. The second mystery can reveal for 2024 was rolled out on social media with a bang. Complete with juicy teasers, captivating 3D designs, and delicious recipes.

Bringing it Back

• Nostalgia marketing struck again with Gatorade reviving its largest campaign ever: ‘Is It in You?’. Originally aired during the 1990s and early 2000s, this legendary campaign featured Michael Jordan. Now they’ve brought it back with a 60-second film titled ‘It Hasn’t Changed,’ narrated by Jordan. Genius.

Meta Strikes Again

• Meta announced that it’s updating its algorithm again, this time to prioritize original content and give smaller creators more opportunities to reach new audiences. They made four changes: a new input to ranking that will give smaller creators more distribution, replacing reposts with original content in recommendations, adding labels to reposted content, linking to the original creator, and removing content aggregators from recommendations.

Creator Craze with Samantha Harris

The Secret Weapon of Spritz

• The unsung heroes of social media? In-house content creators. Inspired by brands like SET ACTIVE and Spritz Society , brands hiring in-house creators is proving to be a worthy investment (especially if you can outsource the rest). From recording podcasts, to doing in-person activations and capturing the action, to being the first to jump on comedic trends, this strategy of brand-owned content creation keeps it feeling fresh and shows that they have a pulse on all things social.

With Your Extra Budget

• Quick reviews and hauls are so much fun to watch, but it can be exciting to see a fully-produced campaign every once in a while, right? I was so excited to see that wellness brand goop embraced the talent of @amandamccants in a cheeky "goop CEO video application" where she sneaks in details about the brand, offerings, and skincare tips. She toys with the humorous side of the brand, embracing the brand's signature feminine touch in the content. The comments and engagement are notable - reminding us that a good change of pace and investing in well-produced, scripted content can be worth the extra push.

Design Developments with Michaela Lucas

Cut, Copy, and Paste

• The collage aesthetic has been seen consistently across many brands in Q2, proving that maximalism and playfulness are embedded into current trends. This aesthetic allows the product to be at the forefront of the design while still creating diversity and interest in how the imagery is composed because of the often miscellaneous nature of collages. For example, stop-motion style video collages, the product cut-out overlapping a background image, digital montages, and object cut-outs that form an overall pattern all approach collage in distinct ways that keep the consumer engaged.

Make it Memorabilia

• It’s evident that complex designs which evoke nostalgia are increasingly gaining popularity over the past year. In Q3, this trend is likely to swing into full-force with more kitschy, niche designs (think retro cartoon illustrations, funky typography and expressive serifs, and bright, high contrast colors). Keeping in line with collage and nostalgia, imagery created through the use of scanners is a trend that is beginning to emerge, and it will be interesting to see if it gains traction in Q3. Because scanners can create a mysterious, shadowy image quality, as well as the ability to distort the object being scanned, this technique could lead to a range of creative possibilities.