In addition to having to navigate complying with standard alcohol industry advertising regulations, you’ve recognized that captive audiences are hard to come by. You don’t need pages of data to know that audience attention is split; audiences have more choices of what to watch and where to watch it than ever before. Audiences don’t watch what’s on, they watch what they want, when, where, and how they want. This challenges you as a marketer to find those opportunities and integrate your product where it matters most.
Audiences aren’t looking in magazines or sitting through TV ads. Instead, they’re discovering new brands and cocktail trends via online influencers and being exposed to alcohol products in movies, music, and on TV. They’re skipping ads the second they get the option and are being exposed to products, including alcohol products, through their favorite music, movie, TV, and social content. At BENlabs, we’ll craft recommendations across the entertainment landscape so you’re there, in all the right places.
Movies, music, TV, and social media split audiences. The average household has 5.2 streaming services. There isn’t any one source that all people go to for entertainment or informative content. Alcohol brands need to show up meaningfully, in multiple places, to really make an impact with their audiences.
Showing up in social feeds, with music artists, in movie theaters or on the hot streaming show is great, but alcohol brands need to know exactly how these content engagements drive brand activations back to their business and how they move the needle on growth KPIs. They need a partner who can make sense of structured and unstructured data to derive clear, actionable business insights.
We offer a full suite of AI-driven marketing services ranging from influencer integrations to product placement. Our self-serve AI SAAS puts the BENlabs AI tools, trained over nearly 30,000 campaigns, in your hands. BENlabs proprietary AI models will help your alcohol brand find receptive audiences, level-up your content, and drive audience action with predictable, measurable results against your KPIs.
When you work with BENlabs, you set up your alcohol brand for success with brand affinity, increased recall, and sales… but we’re getting ahead of ourselves.
Most alcohol brands are complying with regulations designed to limit their web exposure. For brands, that equates to an overall saturation at 0.82% of online ads.
You’re trying to reach people who spend 6.7 years of their life on social media and who watch 5.7 hours of video a day on average. They’re accessing billions of hours of video content spread across thousands of streaming services and social platforms. 93% of us listen to music regularly, and the 27-42 year-olds (millennials) listen 75.1% more than older generations.
In contrast to the low opportunities to reach prospects through online ads, these are exciting statistics for any alcohol brand that has learned to adapt, develop deep audience intelligence, and is able to meet prospects where they live online.
For brands, it’s critical to get noticed. It’s more than just showing up; your wine, spirits, or malt brand needs to STAND OUT—To make a real connection with audiences, wherever they are. At BENlabs, we can help you reach global audiences where they are, how they want to be reached, and with an authentic, brand-safe approach.
See how BENlabs helped Pernod, a global spirits and wine group, increase brand perception and overdelivered on expectations.
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Looking at a group of 10 people, nine of them skip ads — including alcohol ads. Let’s be honest here; the one remaining person probably got up to grab a drink. Four of the 10 take a more proactive approach and block ads entirely.
The answer isn’t unskippable ads. The answer is to make ads unskippable.
Proximo influencer placement on Instagram
Unskippable ads make alcohol brand messages an important part of the content. We’re not talking about influencers saying “This video has been brought to you by…” Rather, it’s aligned content creators across all of entertainment — influencer marketing, product placement in TV and movies, music and artist activations — that use your alcohol brand as inspiration to create authentic content that connects with audiences.
Creators build a relationship with their audience through their content. Being unskippable is all about building your relationship with your target audience through that content.
It’s important to think beyond simply alcohol in content (movies, TV shows, music, or influencer content) and to consider opportunities for global reach.
People have more than one interest. Looking at an audience beyond a single dimension is critical to making the right placement, and BENlabs AI is the key that unlocks that important audience insight.
When an alcohol brand is integrated authentically into the content their target audience loves, their brand becomes a part of the content and audiences wouldn’t want to skip your ad. Even if they could. Are you ready?
1800 Tequila – Westside Boogie featuring Shelley FKA Dram “Aight” Official Music Video
As individuals, personal privacy is important. As marketers, personal privacy is a huge challenge and fundamentally changes the way we market. Today, if our group of 10 people are also iPhone users, eight of them (well eight and half, 85%) have turned on privacy features that make them impossible to know individually.
It’s not just iPhone users. With personal privacy taking precedence and with third-party cookies going away, 10 out of 10 people become unknowable on an individual level.
Add to this the fractured attention we’ve talked about; not just different content creators on different social platforms vying for attention but every show and movie on every streaming service, every movie in theaters or on demand, every new music video, every emerging music artist rising to fame on social media or elsewhere.
Knowing your audiences is key to successful alcohol brand integrations. BENlabs AI, specifically audience cluster analysis, is the key that unlocks deep audience intelligence while honoring individual privacy.
The answer to understanding audiences on an individual level isn’t trying to find the gray areas of personal privacy, it’s using AI tools to understand individual behavior without the need for personal data.
BENlabs AI helps marketers build out this deep and granular picture. Our AI tools have been awarded multiple marketing intelligence patents and make all the difference for alcohol brands looking to make an impact in alcohol influencer marketing and other brand integrations. With these AI tools and BENlabs’ decades of experience across all of entertainment — movies, TV, music and music videos, in creator content on social media — alcohol brands unlock incredible integration opportunities.
Build a clear picture of what content your target engages, unlocking new audiences and new opportunities
Discover the qualified voices that have the most influence with your most receptive audience segments
Incredible AI-driven predictive accuracy that tells you how audiences will act, expected ROI, CAC, brand awareness, lift, and other KPIs
See everything your competitors are doing, what’s working and what’s not, to steal away brand awareness and market share
BENlabs is the secret to Proximo Spirits’ influencer marketing success. Cinco de Mayo was the perfect opportunity to position 1800 Cristalino tequila with online audiences, and with BENlabs AI finding the perfect creator matches for the brand within the 13 million strong BENlabs Creator Community, the Cinco de Mayo campaign was destined for success.
Over the campaign period, 16 content creators shared 22 pieces of content featuring Proximo spirit brands. With 2.7M views and over 200,000 viewers taking action. The highest performing content creator in the program net 494K views with a click through rate (CTR) of 1.47%, more than double to the Instagram Story average CTR benchmark of between 0.33% and 0.54%.
So what’s a brand to do? Get placed in movies, music, and TV content? Kick off an influencer marketing effort? Hire an alcohol brand agency? Well yes, but those don’t have to be separate efforts or involve a bunch of different vendors.
BENlabs helps marketers take their influencer marketing efforts to the next level.
Our AI tools build a complete picture of your current audience but more than that, they unlock new, receptive audience clusters based on where those audiences live online. BENlabs AI is the key that unlocks an individual’s online “neighborhood,” with no individual tracking required.
Even working with smaller, niche alcohol content creators in highly targeted verticals, alcohol brands can reach audiences at an incredible scale.
BlendJet worked with BENlabs to build on the success of its early influencer strategy and bring the original portable blender to new audiences. For the launch of the BlendJet 2, and with a proven strategic partner in BENlabs, the startup increased its influencer marketing budget by 500%, confident in the return on that investment.
The BlendJet 2 campaign drove over 8,000 sales in the first two weeks of the product’s launch. Over the campaign period, audiences made over 28,000 purchases, generating $1.7 million in revenue.
Proximo Spirits, global brand behind Jose Cuervo, 1800, Proper 12, Pendelton, turned to BENlabs to tap into brand integration opportunities in popular culture content that would guarantee results against specific KPIs. Powerful product placements in music, talk, and streaming TV in shows like Atlanta, Yellowstone, The Late Late Show with James Corden, and City Girls, furthered positive associations for Proximo brands.
These alcohol product placements led results against Proximo KPIs: 72% of the audience expressed a more positive opinion of the alcohol brand; 15% lift in brand momentum; 93% unaided brand recall among the exposed audience.
BENlabs deep relationships across all entertainment unlocks opportunities for alcohol brands in movies, TV, and music videos. From prop placements to deep brand spotlights that are an important part of the plot, we can help your brand stand out in authentic, story-driven, unskippable moments.
In addition to placing products in music videos, a relationship with BENlabs means unprecedented access to established and emerging music artists. From brand integration in music videos to unskippable influencer-style brand activations with the hottest artists to music licensing and even custom brand-driven new music opportunities, BENlabs is where it happens.
Parties and bubbly go together like… well, we actually can’t think of a more iconic duo. When Freixenet wanted to pair its sparkling wine with millennial females in a celebratory mood, BENlabs knew exactly what to do. BENlabs music-driven activations saw Freixenet takeover the Hyde Lounge for a Drake concert, sponsoring Halsey’s Halloween party and the Republic Records Grammy After Party, and showing up in a big way at Coachella among other music events throughout the year.
All told, Freixenet secured 224M powerful impressions, all associating the sparkling wine brand with music culture and celebration.
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