7 Invisible Obstacles to Digital Marketing Success
7 Invisible Obstacles to Digital Marketing Success
12 Steps to Create Videos

Agency Developed a Hard Seltzer Brand to Prove it Could [Video]

Categories
Marketing Analytics and Reporting

By  

Most agencies let their clients develop products, then they market them. After six years helping brands launch at big retailers, Minneapolis-based commerce agency The Stable decided that it would try its hand launching its own brand, a hard seltzer called fundays, that is now available at select Target stores.

The idea came in 2019 when The Stable CEO and entrepreneur Chad Hetherington saw the potential to develop a new brand of hard seltzer—already an up-and-coming category—aimed at Gen Z and millennials.

“We identified white space in the seltzer market [through the agency’s analytics and insights team] and found that there was a real opportunity to build a brand with unique flavors aimed at Gen Z and millennials that didn’t take itself too seriously,” Hetherington told Adweek. “Given the supply chain and complexity around liquor laws and distribution, this isn’t typically a category we play in. And since we don’t have any …

3 Steps to Building a Targeted Audience
3 Steps to Building a Targeted Audience
5 Steps to Creating Successful Ads