Audience Intel Report 21

February 3, 2021

Industry Insights Marketing Tactics RCG News

This ongoing report on consumers provides valuable advertising and media news for marketers and advertisers. We curate stories of interest and insight. Use the button below to have each Audience Intel Report delivered directly to your inbox.

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Big Game, Big Questions

What happens if the top stops spinning? Molson-Coors may not be able to get in a Super Bowl that has an exclusive with A-B-InBev, but it can dream about it. The company has created counterprogramming in the form of a video and soundtrack meant to inspire viewers to dream about the brand. No, really … science.

How much does it cost? Everyone even remotely associated with advertising regularly gets asked how much it costs to advertise in the Super Bowl. This year, you can answer around $5.6 million for a national 30-second spot.

How did it begin? The spots that aired during the first Super Bowl in 1967 came from Ford, Chrysler, RCA, RJ Reynolds Tobacco, McDonald’s, Budweiser, among others. But you can’t see them in situ. The last remaining copy of the video of the game is in a vault, owned by a nurse from North Carolina who refuses to give it up unless the NFL meets his price. You can see the commercial that Goodyear ran that day here.

Sweetheart Deals

Pink mac and cheese. Kraft is launching a limited-edition Candy Kraft Mac & Cheese for Valentine’s Day. It’s the same product but the holiday packaging that also includes a candy flavor packet to turn the “food” pink and add a hint of sweet candy flavor.

The heart will go on. Over half of U.S. adults plan to celebrate Valentine’s Day this year and nearly three-quarters of consumers feel it’s important to do so given the state of the pandemic according to the National Retail Federation.

For the love of pet. Valentine’s Day isn’t just for humans anymore, a recent survey of dog owners discovered that nearly half (47%) say they will celebrate Valentine’s Day with their dog by making or buying a special treat for their four-legged friend.

What’s Cooking

Scary time for ghost kitchens? So-called “ghost kitchens” which prep and deliver meals from virtual restaurant brands have exploded in popularity in recent months. But this creative solution to a boom in delivery demand may be facing a saturation point say some observers.

101-million rotisserie chickens. Costco saw record sales and earnings in 2020, led partially by grocery and prepared foods. The big-boxer tested curbside pickup, but continues to see strong foot traffic. “It was a very difficult year for shopping and retail. But this year, the first quarter, our traffic is up 5.5%. So, we see brick-and-mortar being strong and stable and continuing to move forward,” said CEO W. Craig Jelinek.

That’s a lot of to-go margaritas. Uber announced that it is acquiring alcohol-delivery service Drizly for $1.1 billion in stock and cash. Uber will add the Drizly functionality to its Uber Eats app. Drizly has experienced 300% growth in the past year and is currently available in about 1,400 U.S. cities


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