When you think of 2020, the word “celebration” probably isn’t at the top of your list of descriptive words. But I think we can all admit, we’d take just about any opportunity to enjoy our favorite alcoholic beverage at this point. And chances are, if you have, it may have been a bottle from one of Constellation Brands’ labels.
With 35 sub-brands under the Constellation banner of products, we singled out Ruffino Wine, who's spend topped over $400k and collected over 50 MM impressions since September. Plus, with the tagline, “Joy Pops,” a little Ruffino positivity is just what the doctor ordered.
The Social Dilemma
What stuck out as we analyzed Constellation wine brand ads, was the focus on social spend. Devoting 93% to Instagram and Facebook combined, Ruffino targeted a younger customer base with flashy video ads of young professionals, popping bottles.And, when we mean young professionals, we’re mainly talking about ads featuring women, as the brand also targeted female users 59% of the time on Facebook.
However, Ruffino wasn’t the only label that garnered heavy social spend. Across Constellation's full stable of brands, social spend was king, with 90% investment in Instagram, Facebook and Twitter in the same time period.
Wine & Baseball
While Pathmatics’ foremost priority and dedication is to the data, Constellation Brands holds a special place in our hearts with their label, Woodbridge Wine, as it's the official wine of Major League Baseball. And, being a Los Angeles Based company, you’re giving us, World Champion Los Angeles Dodger fans…well...a reason to celebrate!
You know what, Constellation Brands - Maybe a partnership with Pathmatics was just written in the stars? *NOTE: That tagline is free of charge. Next one will cost you ;)
After earning his BS in Communications, Matt cut his teeth in the entertainment industry, spending fifteen years writing everything from feature screenplays for A-List directors, to celebrity bios for some of Hollywood’s top actors. That creative drive made it an easy transition to Marketing, bringing his eye for storytelling to the digital advertising ecosystem.