Hydration Beverage Industry:
Advertising Focus — Social Ads:
Advertising Leader — Drink Hint: Hint is the leader in advertising spend in the beverage category, spending a total of $5.3M between January 2020 and January 2021. Hint ramped up advertising spend in January 2021 when they launched a “36 Bottles for $36” campaign showcasing their low price value.
Powdered Drinks Industry:
Advertising Focus — Social Ads:
Brands analyzed in this case study:
Between January 2020 to January 2021, brands in the powdered drinks category have spent +21% on advertising compared to brands in the beverage category.
The beverage category has a fairly even distribution amongst the advertising channels, with social making up 54% of total spend, followed by search (32%).
For Facebook ads targeting, the beverages category focuses mainly on advertising to females who reside in Los Angeles (13%), Greensboro (6.5%), and New York (5.75%).
Aside from branded keywords (e.g., “brand name” + product), the most commonly used paid keywords are variations of “flavored water”. Top search ads focus on online delivery and free shipping promotions.
Hint is the dominant brand when it comes to display ads—roughly 19% of all display ad spend comes from Hint (~$1.5M for the time period).
Diving deeper into individual brands, Drink Hint is the leader in advertising spending in this category—spending a total of $5.3M between January 2020 and January 2021.
In September, Hint shifted their focus from Instagram ads to Facebook and Display.
In January 2021, Hint ramped up advertising spend, with a +191% increase in both Facebook and desktop display for their “36 Bottles for $36” campaign.
Although Hint had run this campaign before, this time, Hint aggressively marketed their $1 price point, highlighting this message throughout all their creatives.
During the same time, Hint re-ran several brand awareness campaigns, one featuring an article feature on today.com and one for their Alzheimer's awareness initiative.
A common theme that occurs in Hint’s ads, regardless of the campaign type, is their emphasis on their product flavour range.
For the Powder category, 77% of total ad spend is being allocated towards social ads, with Facebook having the highest spend at $7.8M.
For Facebook ads targeting, the powdered drinks category focuses mainly on advertising in metropolitan cities such as Los Angeles (5.75%), New York (4.50%), and Chicago (3.75%).
“Electrolytes” is the most commonly bid on search term, along with variations of “(description) + electrolytes”.
Display ad spending is more evenly split amongst competitors in the powdered drinks category, with food-based websites being the most popular target sites.
The spending leader for this category is Liquid I.V., with a total of $8M total spend between January 2020 and January 2021.
Liquid I.V. focuses their advertising efforts mainly on Facebook and Instagram, spending heavily on heavy customer acquisition campaigns (via deals and promotions).
Their top Facebook campaign for this time period was their “IMMUNITY25” promotion that gave users 25% off Liquid I.V. products.
Another notable Facebook campaign was a series of ads that called out Liquid I.V.’s product availability at Costco.
The brand also promoted the campaign on Instagram, but rather than using product stills, they ran a video ad that targeted a male, fitness-inclined audience.