Why DOOH is the Perfect Playground for Beverage Brands
CPG brands have consistently been among the dominant advertisers in OOH and many are at the forefront of tapping into the expanded digital and enhanced creative capabilities to drive full-funnel brand goals. Dan Dawson, Grand Visual’s Chief Creative Officer was a featured speaker at the DPAA’s The CPG DOOH 3.0 event on the “Cheers to DOOH Success: Insights into Adult Beverage and Beyond” panel.
Dan was joined by Jessica Chappell, Senior Vice President, Managing Director of Digital & OOH, Evergreen Trading, and Michael Burgi, Senior Editor, Media Buying and Planning, Digiday, served as the moderator. Together, they delved into the creative and strategic intricacies of DOOH advertising in the adult beverage industry, offering valuable insights into award-winning campaigns.
Key quotes and takeaways
OOH’s Appeal for Alcohol Brands
“Brand fame is something that OOH offers more than any other channel — as the campaigns on billboards are what everyone remembers. This is what OOH does really well and that’s why this is a perfect marriage between OOH and the adult beverage sector.” – Dan Dawson
“Digital OOH allows our beverage clients to be more nimble and really be in the right place at the right time — and to be precise in building their media plans. It adds to the fame and allows us to be hyper-targeted, particularly if a budget is limited.” – Jessica Chappell
“Digital OOH is the perfect playground for adult beverage brands. As we’ve become more digitized, we can highly target specific adult audiences and drive mass awareness. Most adult beverage brands are seeking to shout their message on either a product benefit, a moment in time or a moment that matters and OOH is perfect for this.” – Dan Dawson
Building Emotional Connections Through Dynamic DOOH Creative
“It’s about the moments that matter and those moments could be anything related to cultural events, the weather or even delays on the subway. It could be anything that we can use as a piece of live data to tap into the emotional relevance to an audience at a given time.” – Dan Dawson
“The OOH medium has evolved tremendously over the last 10 years. Our clients are always seeking guidance on the creative principles — what they should and shouldn’t do and say. And we’re always striving and pushing our clients to be original and think about how to differentiate their brand from competitors. Be original in thinking, be creative, be tactical — and embracing hyper-relevant and timely tactics is key to capturing the moment and maximizing impact.” – Dan Dawson
“Emotion is key. When we can make people feel something, they will do something. And that runs through all of our advertising. We work hard to make people feel something, whether it’s joy, humor, or even cry. Leveraging the power of emotional advertising gets the story out — to inspire meaningful engagement.” – Dan Dawson
Case Studies for Driving OOH Success
“For our client, Tincup Whiskey (a Proximo brand), they’ve always had this affinity with the great outdoors and we helped them coin the line — the spirit of adventure is the whiskey that you open after you’ve climbed the mountain or been out on that hike or that bike ride.” – Dan Dawson
“Tincup wanted to celebrate the moment of wins. We created a powerful Tincup campaign centered on their Colorado Avalanche sponsorship, coinciding with their Stanley Cup victory – an incredible achievement. We launched an engaging countdown to the home games at downtown Denver’s Ball Arena. As each game unfolded, live stories were broadcasted, and our OOH screens in the vicinity dynamically updated with the latest results. This was an innovative and smart example of a dynamic campaign.” – Dan Dawson
“For a champagne brand or sparkling wine, we focus on aligning with market events. In the summer, we consider messages tailored for the Hamptons or Jersey Shore to achieve contextual alignment and deliver a specific impact. Ensuring contextual alignment not only resonates deeply with consumers but also keeps the brand at the forefront of their minds.” – Jessica Chappell