The Shoppe - Michelob Ultra Seltzer’s Vacation Ads, Estée Lauder’s Use of Snapchat, & More!
Welcome back to The Shoppe! This week we’re talking about Michelob Ultra Seltzer’s recent ad campaign, ‘Friends’ Reunion themed products, Estée Lauder Companies use of Snapchat, and more. Don’t forget to subscribe so you can be notified every time we post!
Michelob Ultra Organic Seltzer launched a new ad campaign on May 26th, where consumers can enter for a chance to win a vacation. Each seltzer flavor has a vacation tailored to it, and consumers can enter to win one of the three vacations through a QR code at the end of each commercial. The ads come as a part of Anheuser-Busch’s “Let's Grab A Beer” initiative that was recently revealed. The campaign was created to reach 34.5 million people every week, and will run on social media, television, and during the major upcoming golf tournaments like the US Open through Labor Day.
The well-loved 90s TV show, “Friends”, had a much-anticipated reunion special on May 27th, and various brands are jumping in on the action with Friends-themed products and advertising. The show has inspired a wide-range of products, from many different brands, based around its lovable characters and memorable moments from the show. Some of the themed products include a makeup line from Ulta and Revolution Makeup inspired by the characters, and Lego releasing a set of the iconic “Friends” apartments. This new marketing strategy could see a lot of success in the coming weeks as thousands of consumers are looking to buy Friends-themed merchandise in celebration of the reunion.
The cosmetics brands within the Estée Lauder Companies have recently been utilizing the AR try-on lens on Snapchat, from their partnership with Perfect Corp. MAC was the first of these brands to launch with the feature on May 20th, with 20 different products available for consumers to try out, and the others in ELC are planning to follow in their footsteps. The feature allows consumers to view what a makeup product will look like on them before making a purchase, and links to the products are provided so consumers can purchase the products they like directly from the app. ELC hopes the virtual shopping experience will be successful due to more consumers turning to social media to shop, a shift that was accelerated during the pandemic.
Despite the economic downfall caused by the COVID-19 pandemic, many grocery stores have seen an increase in revenue due to the closures of public dining establishments and the need for food/supplies in quarantine. Grocery stores such as Walmart and Kroger generated up to 8% more revenue in 2020 than in the previous years due to the shutdowns caused by COVID-19. The pandemic changed the ways consumers grocery shop, as many opted for online grocery shopping with little-to-no contact through delivery and pick-up services. Even as the world begins to re-open, this way of shopping for groceries seems to be continuing as shoppers have become more comfortable with it and it should be interesting to see if the habits prevail long-term.
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