As we enter the warmer months, beverage brands have already begun to ramp up their marketing efforts. While people drink soda, wine and beer all year long, Memorial Day to Labor Day offers brands the opportunity to tap into weather trends, festival and vacation season, as well as summer nostalgia. Sunny skies, the great outdoors and time spent with friends and family – all enhanced by your favorite beverage.
Yet according to Vistar’s report with MFour, “Capitalizing on CPG: Insights for Marketers,” over 55% of shoppers plan their beverage purchases within a few hours of buying them, and nearly 90% make these decisions within just a few days — representing a much quicker grab-and-go buy than grocery purchases.
So when a beverage brand wants to reach their target audience, they need a channel that can deliver their messaging to consumers on-the-go, at convenience stores, grocery stores and liquor stores. Digital out-of-home and mobile media provide this flexibility, engaging consumers on the path-to-purchase and at the point-of-purchase.
According to Kantar’s 2019 Brand Footprint report, while healthy food options have seen a surge in popularity, “when they’re on the go, consumers are more likely to make impulse purchases without the same level of consideration. Understanding this and having a strategy to win on-the-go – particularly in the channels outside of modern trade that perform stronger in OOH – can help brands achieve growth when they would otherwise be struggling.” Additionally, Kantar found that “OOH accounts for 41% of all spend” across grocery and beverage CPG products in Brazil, China Mainland, France, Indonesia, Mexico, Portugal, Thailand and the UK.
For example, a major beer brand wanted to lift upper funnel KPIs for their beverage. Leveraging DOOH enabled the beer brand to reach the target audience of convenience store shoppers in specific DMAs, improving brand perception of the product among these consumers.
If you’re a beverage marketer, download our full report, “Capitalizing on CPG: Insights for Marketers,” to gain insights on consumer shopping habits and learn innovative strategies for your next campaign: