Meta's New Scratch & Sniff Ads: A Game-Changer in Digital Marketing

March 31, 2025

What Are Spirit-Based RTDs? 

Spirit-based RTDs are pre-packaged, ready-to-drink beverages crafted with popular spirits like vodka, tequila, rum, or whiskey. Unlike malt-based beverages, which derive their alcohol content from brewed malt or sugar, spirit-based RTDs leverage high-quality liquors to deliver a premium drinking experience.


These cocktails come pre-mixed with ingredients like soda, fruit juice, or other complementary flavors, making them ideal for consumers who want a portable, no-prep option for enjoying their drinks. Brands like High Noon, Surfside, and even new entries like Crystal Light Vodka Refreshers are leading the charge in this growing category.

However, where these spirits-based RTDs can be purchased varies by state. Despite often having the same or even lower alcohol content, they can only be sold in grocery stores in 32 states and convenience stores in 30 states, adding a layer of complexity to their accessibility.


Key characteristics of spirit-based RTDs include:

  • High-quality base alcohols like vodka or tequila. 
  • A variety of refreshing and unique flavors. 
  • A focus on premiumization, offering a more elevated taste experience compared to malt-based counterparts. 


With their convenience and quality, spirit-based RTDs are quickly becoming a staple at parties, outdoor events, and casual gatherings.


Meta has just launched its latest feature—Scratch & Sniff Ads! Imagine scrolling through your feed and encountering an ad that doesn't just capture your attention visually, but engages your sense of smell. From the fresh aroma of coffee to the scent of a new car, this new feature brings an entirely new level of sensory experience to digital marketing.


Brands now have the opportunity to connect with consumers on a deeper level by integrating scents into their campaigns. Picture smelling freshly baked goods while reading about a bakery's special offer, or experiencing the luxury of a car’s leather seats through scent while learning about its latest model.


This move marks a huge step in the future of digital marketing, where immersive experiences will soon become the norm. AI will continue to play a pivotal role in enhancing personalization, and as technology evolves, we can only imagine the next big sensory leap in advertising.



But, April Fools! 😆 

Scratch & Sniff Ads may not be a reality just yet, but AI is already revolutionizing marketing. Expect even more innovative, personalized campaigns powered by AI in the near future.


Happy April Fools’! 🎉

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