Alcohol brands go virtual to up engagement

Welcome to the weekend. First full week of March is in the bag. Let’s see what the rest of the month brings—beginning with Corona and candies.

Corona is Going Virtual to Engage Customers

To go along with the PGA Tour, Corona has launched the Corona Premier Virtual Clubhouse. Through the online clubhouse, consumers can learn about the brand and imbibe along by ordering products through Instacart, Drizly, and other retailers. Once “inside” the club, users can also enter a sweepstakes with the possibility of winning four tickets to the 2023 U.S. Open tournament this June.

But Corona is late to the game, considering all of the already-released digital initiatives from other alcohol brands. Heineken’s Decentraland and Jose Cuervo’s virtual distillery have already been engaging their customer-base with educational material and digital rewards.

It feels like Corona is stepping into the metaverse without stepping into the metaverse. And digital activations have seemed to become table stakes for alcohol brands who now need to put out a little more effort to win over sober-curious individuals than just a commercial spot.

Plant-based Reese’s are on the Horizon

Candy brands are battling to corner the dairy-free/vegan market. Hershey just announced two new dairy-free products: Reese’s plant-based peanut butter cups and a vegan chocolate Hershey bar with almonds and sea salt. It’s a deft move, especially since 10% of U.S. adults over 18 consider themselves vegetarian or vegan, and 65% of Gen Z say they want a more plant-forward diet.

But they’re a bit late to the game, even though they were testing a vegan candy back in 2021. While they were testing, Nestle and Mondelēz launched. A plant-based KitKat came out in June of 2021, followed by a vegan Cadbury bar in October 2021.

Expanding your target market is never a bad thing. Plus, with the rise in desire for plant-based alternatives, including the Next Milk push, it’s obvious these candy brands are doing market research of their own.

Around the Web

• Brands are turning to publishing—whether it’s launching their own media arm or buying one.

• In its latest brand campaign, Sonos is asking users to Feel More.

• Between platforms constantly shifting, algorithm updates, and audience changes, content creators, and brands, struggle to reach the right consumers.

• Tinder has launched its first global campaign with former OkCupid CMO Melissa Hobley.

• Capital One recruits Willie Nelson for its annual “NCAA March Madness pilgrimage.”

Just Can’t Get Enough

The moon phase soulmate test. Yes, it’s a mouthful, and yes, it’s taking TikTok by storm.

• Users think if the moon phase when you and your partner were born creates a full moon, then you’re soulmates.

• TikTokers are using a CapCut template to make videos for their moon reveal.

• And an astrologer has weighed in on its accuracy.

Will you share a Corona and a plant-based Reese’s with your soulmate? Do you plan on playing with the template to show your brand’s “soulmate”? Reply and let us know if you’ve hopped on the bandwagon.

Thanks for joining us, and we’ll see you Monday!