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3 Brands Gear Up For Anticipated Record Breaking Father’s Day Sales

June 9, 2021 Carolyn Harding

Father’s Day 2021 is shaping up to be a successful event for brands and retailers, with the National Retail Federation (NRF) predicting 75% of consumers will celebrate the holiday and overall Father’s Day spending will reach $20.1 billion, beating 2020, which came in at $17 billion. “With our nation now making significant strides toward recovery and reopening, retailers are prepared to help customers safely find items they want and need to make this year’s holiday celebration extra meaningful,” said NRF CEO Matthew Shay.

As consumers prepare to show their appreciation for dads, brands like Bazooka, RITZ, Miller Lite and New Balance are launching festive digital initiatives and campaigns to attract audiences and capitalize on the anticipated record breaking Father’s Day engagement and revenue.

Bazooka Shows Love For ‘Dad Jokes’ With Celebrity Partnerships & Social Media Promotion

Bazooka Bubble Gum is leveraging the humor of “dad jokes” this Father’s Day, partnering with a number of celebrities for a lighthearted PSA supporting the infamous dad jokes consumers know and love. The “It’s OK To Dad Joke” campaign, with appearances from Anthony Anderson, Jon Lovitz and more, includes a six-part video series with each celeb stressing the importance of showing your appreciation for dad jokes. Bazooka is featuring the campaign on its Facebook and Instagram pages, playing on consumers’ love for comedic ads and increased time spent on social media to raise brand awareness.

RITZ Honors Foster Families Through Meaningful Father’s Day Collaboration

RITZ is teaming up with the National Foster Parent Association for a heartfelt “Foster Welcome” Father’s Day initiative honoring foster parents that go above and beyond to help children in need of homes and warm, welcoming feelings. The Foster Welcome campaign includes a video highlighting the emotional moment of a foster child entering a new home, specifically calling attention to the pivotal role foster parents play throughout this process. RITZ shared in its official press release, announcing the new initiative, “In the U.S., there are approximately 424,000 foster children supported by foster parents who assume an immense responsibility and open their homes to give children a sense of home.”

RITZ is also offering foster parents new Instagram stickers for those who wish to safely share pictures of their families. (Due to privacy regulations, many families are unable to share photos of their foster children publicly.) The new stickers from RITZ, which can be found under the #FosterWelcome hashtag, will provide parents with “animated GIFs of sunglasses and masks to hide the identity of people in photos,” giving foster families a fun way to share family photos, while still adhering to security regulations and protecting their children’s identities.

Miller Lite & New Balance Launch A Limited-Edition ‘Shoezie’

For this year’s Father’s Day celebrations, Miller Lite and New Balance together are launching the “shoezie,” a limited-edition beer koozie which resembles the iconic New Balance 624 Trainer, AKA the “dad shoe.” Calling it “a shoe for your beer,” the brands are promoting the new launch on social media with plans for “iconic influencer dads” to also make appearances on social channels showcasing the shoezie.

The brands will be launching a shoezie sweepstakes on Father’s Day through a Miller Lite microsite. Consumers can submit their basic information, such as email address and birthdate, for chances to win, giving the beer brand valuable first-party data to utilize for future targeted outreach and campaigns. The shoezie campaign is geared toward middle-aged men, a key audience for both brands.  

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About the Author

Carolyn Harding

Carolyn Harding is an Associate Manager of Communications at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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