Skip to main content
  • Toolset
  • Solutions
  • About DMS
  • Case Studies
  • Contact Us

Connect With Your Audience At Scale

  • Articles
  • Case Studies
  • Videos
    • As Seen In...
    • Press Releases
    • Contact DMS
    • Events
    • DMS Live
    • Contact DMS
    • Careers @ DMS
    • DMS Investor Info
    • DMS Toolset
    • DMS Solutions
    • DMS Team
    • DMS Voices

Recent Searches

    Share this Post

    • Share on facebook
    • Share on twitter
    • Share on linkedin
    • Share on email
    1. Home
    2. DMS Insights: Digital Advertising News
    3. Holiday Alcohol Advertising: Fun Ways To Connect With Target Audiences

    Fill form to unlock content

    Loading, please wait

    Error - something went wrong!

    Thank you!

    Holiday Alcohol Advertising: Fun Ways To Connect With Target Audiences

    Published Date March 11, 2021

    The most recent holidays and celebrations led many consumers to seek out ways to celebrate safely, while continuing to support causes and industries that matter to them. For spirits and alcohol brands like Jameson, Smirnoff and Absolut, celebratory moments pose key opportunities to reach consumers through strategic initiatives, partnerships, user generated content (UGC) initiatives, subscriber acquisition campaigns and more.

    Jameson Pays Consumers Who Take PTO For St. Patrick’s Day

    Jameson Irish Whiskey recently targeted all those consumers that have neglected their personal time off from work as a result of the pandemic (Marketing Dive reporter Chris Kelly revealed that “more than half of people in the country have not used their vacation time during the pandemic”) with its newest “St. Patrick’s Time Off” or “SPTO” campaign. Jameson announced that this St. Patrick’s Day, the brand would pay 1,000 lucky consumers $50 each when they take off from work on March 17. Consumers interested in entering the sweepstakes were asked to visit the JamesonSPTO.com landing page to enter for their #JamesonSPTO. Taking that promise one step further, the whiskey brand is donating $150,000 to the Restaurant Workers’ Community Foundation (RWCF), an “an advocacy and action nonprofit created by and for restaurant workers,” as well as an additional $50 on behalf of each winner.

    The campaign included star-studded ads featuring comedians like Retta Sirleaf and Joe Lo Truglio, and ran across Hulu as well as a number of social platforms, including Instagram, Facebook and YouTube. Jameson also began selling branded merchandise, shared custom Zoom backgrounds, hosted a virtual concert and more.

    Even as we approach the one-year mark of the pandemic, consumers’ newly formed habits are still very relevant today. Brands like Jameson that launch campaigns which effectively connect and resonate with audiences stuck at home, or industries (like restaurants) that are still struggling, have an opportunity to establish brand loyalty and awareness.

    Smirnoff Aims To Connect With Women & Black-Owned Businesses In Newest Alcohol Advertising Partnership

    On March 3, kicking off Women’s History Month, Smirnoff partnered with SideBarre, a Black women-owned fitness studio to launch a series of virtual workout classes. Led by the SideBarre founders, the new initiative from Smirnoff is said to be in support of the vodka brand’s “ongoing commitment to the Black community.” With the partnership, Smirnoff shared that it will donate $50,000 to Black Girl Ventures – an organization “dedicated to creating access to capital for Black and Brown women entrepreneurs.”

    Following the workout classes, famous female powerhouse celebrities – including Laverne Cox and Megan Rapinoe – will host virtual happy hours with a professional mixologist sharing cocktail recipes, featuring Smirnoff’s newest product launch, the Smirnoff Zero Sugar Infusions Lemon & Elderflower. “Through this program [the Smirnoff x SideBarre partnership], we want to take actions to highlight those in local communities making a difference in helping build a better, more equitable society. By working with some of our partners like Laverne Cox, we hope that we can help facilitate important conversations and inspire people at home to take the time to focus on self-care, while also supporting Black women-owned businesses in their own communities,” said Jennifer Holiday Hudson, Smirnoff’s North America brand leader.

    Smirnoff and SideBarre created a custom landing page for the partnership initiative, providing details for consumers interested in signing up for the workout classes and spotlighting new Smirnoff products. “Over the last year, the home has become the center of wellbeing, and consumers now more than ever are looking to find at-home rituals that they can incorporate as part of their routines. With the new campaign, Smirnoff is hoping to provide consumers with fun experiences while supporting a charitable cause everyone can get behind,” Smirnoff shared in its official press release.

    Absolut Encourages Consumers To Drink & Love Responsibly

    Absolut spent Valentine’s Day 2021 promoting the importance of self-love and the need to drink and love responsibly. Through the campaign, “Drink Responsibly, #LoveResponsibly,” Absolut asked consumers “How do you love responsibly?” during a time when connecting with others – and yourself – can feel difficult. Encompassing all relationships (including romantic, friendships, familial and pet), Absolut encouraged consumers to publicly post their answers using the #LoveResponsibly hashtag and tagging the vodka brand in their response. The vodka brand is driving traffic to its custom landing page, which dives deeper into the importance of loving responsibility and shares stats on the relationship and alcohol-related trends that have emerged during the pandemic.

    “We learned that one in five Americans have turned inwards and focused more self-love in the past year,” said Tad Greenough, Absolut’s global creative director. “We also learned that, for many people, love beyond a romantic partner has become more important in the past year, with people citing relationships with their children and their pets as greater sources of love.”  

    Absolut also launched a new series of “influencer-led discussions” on Instagram Live, where celebrity hosts talk about emerging trends regarding relationship strains and how increased alcohol consumption during the pandemic has contributed to these challenges. The series was a direct result of a recent survey from Absolut, which revealed that consumers, specifically among Gen Z, Millennials and Gen X, “felt strain in their closest loving relationships over the past year.” The survey also shared that 25% of Millennials “noted that drinking more alcohol during the pandemic has created negative impacts on their relationship.”

    To resonate with today’s consumer, spirits and alcohol brands are leveraging special occasions as key opportunities to acquire and retain customers. Strategic initiatives – including those rooted in digital strategies and partnerships that align with today’s most important causes – are helping alcohol brands establish strong brand awareness and loyalty.

    Seeking New Ways To Maximize Your Customer Acquisition?

    Digital Media Solutions (DMS) is a technology-enabled, data-driven performance advertising solutions provider connecting consumers and advertisers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive digital media reach can help you scale your customer acquisition results.

    Contact DMS
    • Previous Article

      New Ways For Kids Book Subscription Marketing To Engage Prospective Subscribers

      New Ways For Kids Book Subscription Marketing To Engage Prospective Subscribers

      Kids book subscription brands are keeping up momentum gained over the past year with new personalized offers, enticing deals and relevant product options.

    • Next Article

      Innovative Ideas To Go Green With St. Patrick’s Day Advertising

      Innovative Ideas To Go Green With St. Patrick’s Day Advertising

      This St. Patrick’s Day, restaurants and CPG brands rely on increasingly popular consumer behaviors to promote new activations and product launches.

    Most Recent Articles

    • 4 Tips To Help Set Up Inbound Call Campaigns For Long-Term Success

      4 Tips To Help Set Up Inbound Call Campaigns For Long-Term Success

      Careful planning is needed both on the advertiser and publisher sides for a call campaign to perform well. These four tips can help you set up inbound call campaigns for long-term success.

      Read Article

    • 3 Top Lead Generation Best Practices To Scale Your Business

      3 Top Lead Generation Best Practices To Scale Your Business

      Set lead generation campaigns up for success by deploying best practices and optimizations.

      Read Article

    • What Is The Latest News On Apple And Push Notifications?
      10 months ago

      What Is The Latest News On Apple And Push Notifications?

      At this year’s annual WWDC, Apple announced that beginning in 2023, iOS 16 will support web push notifications.

      Read Article

    •  8 Email Subject Line Strategies That Can Help Drive Up Open Rates

      8 Email Subject Line Strategies That Can Help Drive Up Open Rates

      Subject lines represent a make-it or break-it opportunity to get email opened.

      Read Article

    • 4 Often Overlooked Ways To Address Email Inboxing Challenges

      4 Often Overlooked Ways To Address Email Inboxing Challenges

      While there are technical aspects to making sure an email message gets to its intended destination, it’s important to always keep the consumer top of mind.

      Read Article

    • 5 Ways To Manage Customer Acquisition Challenges

      5 Ways To Manage Customer Acquisition Challenges

      Customer acquisition challenges are universal, but finding the right solutions shouldn’t be hard. Here’s a look at 5 ways to overcome your customer acquisition challenges & drive the results you need.

      Read Article

    • What Is Happening With The Twitter Purchase?
      11 months ago

      What Is Happening With The Twitter Purchase?

      Elon Musk is taking over Twitter. Now what? Here’s what you need to know about the sale of Twitter and how you can proceed confidently on the social media platform.

      Read Article

    • 6 Ways To Create A Successful TikTok Marketing Strategy

      6 Ways To Create A Successful TikTok Marketing Strategy

      A successful TikTok marketing strategy is important in 2022, but advertisers don’t have to do it alone.

      Read Article

    • Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      The DMS Tax Preparation Survey offers clues for tax preparation advertisers who want to reach consumers with relevant messaging, when and where they are shopping.

      Read Article

    • 3 Strategies To Modernize Lead Generation Campaigns

      3 Strategies To Modernize Lead Generation Campaigns

      Brands can modernize their lead generation strategies with versatile creative, customized plans and personalized re-engagement.

      Read Article

    • What Is A Publisher?

      What Is A Publisher?

      Do you want to understand the best way to reach the right people with the right messages at the right time? Consider partnering with publishers.

      Read Article

    • How To Boost Engagement By Using Video In Emails

      How To Boost Engagement By Using Video In Emails

      Video advertising within email is gaining momentum with brands, aligning with the overall growth of video in advertising.

      Read Article

    • It's Okay To Believe Advertising IRL > Metaverse
      11 months ago

      It's Okay To Believe Advertising IRL > Metaverse

      Metaverse marketing is likely to be a part of future strategies for brands & businesses, but many are taking a “wait and see” approach while relying on the “tried & true,” like performance marketing.

      Read Article

    • Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt
      about 1 year ago

      Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt

      Filing taxes early to get refunds is the top way Americans are planning to deal with holiday overspending.

      Read Article

    • Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action
      about 1 year ago

      Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action

      Valentine’s Day is a time for ecommerce brands to reach consumers in the mood for love – and shopping. DMS surveyed 250 adults in January and found that gift giving has extended beyond just couples.

      Read Article

    • Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey
      about 1 year ago

      Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey

      71% of Americans believe they possibly overspent during the holidays. The brands that best engage borrowers by demonstrating how their solutions will deliver quick relief are likely to see success.

      Read Article

    • What Are Data Signals?

      What Are Data Signals?

      Real-time data signals can pinpoint the individual consumers most likely to respond to your advertising when they are ready to take action.

      Read Article

    • The Top 5 Social Media Strategies For Lead Generation

      The Top 5 Social Media Strategies For Lead Generation

      These best practices can help advertisers set up social media campaigns that successfully generate leads while creating ongoing engagement.

      Read Article

    • What Is Real-Time Data?

      What Is Real-Time Data?

      Quality, real-time data helps understand consumer desires and predict future actions, allowing advertisers to get the right message in front of the right person at the right time to encourage action.

      Read Article

    • Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find
      over 1 year ago

      Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find

      To connect with consumers during the early phases of their holiday shopping, advertisers need to make sure their brands are easily discoverable in multiple places on Google.

      Read Article

    Return to Home
    DMS Logo

    Tech-Enabled, Data-Based Performance Advertising

    facebook icon twitter icon linkedin icon instagram icon

    © 2021 Digital Media Solutions, LLC. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, LLC. All other company and product names referenced herein are the property of their respective owners.

    Digital Performance Advertising

    linkedin icon
    facebook icon
    twitter icon
    instagram icon

    Subscribe To News From DMS


    About DMS
    Toolset Solutions DMS Insurance DMS Performance Ad Market DMS Ecommerce Advertising DMS Consumer Finance DMS Education DMS Managed Services DMS Nonprofit Advertising DMS Subscription Advertising Newsroom DMS Insights Investor Info
    Contact Us
    (877) 236-8632 connect@DMSgroup.com Careers Become A DMS Advertiser Become A DMS Publisher
    DMS Proprietary Technology
    Aimtell Sparkroom ZipQuote
    Logins
    Aimtell Login DMS Exchange Login DMS Performance Ad Market Publisher Login Sparkroom Login ZipQuote Agent Login
    Privacy & Terms
    Privacy Policy Terms and Conditions Code of Conduct

    © 2022 Digital Media Solutions®, Inc. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, Inc. All other company and product names referenced herein are the property of their respective owners.