White Claw, a brand built on social buzz, focuses on fans in first global campaign; Digital ad sales to top two-thirds of total spend for first time in 2021, Magna forecasts; White Castle cooks up brunch recipes, branded merch for Easter; How Vita Coco turns social listening into TikTok fandom
Ad spending is expected to grow 6.4% this year and reach $240 billion due to an economy buoyed by a new stimulus package, the decline of COVID-19 and the return of sports.
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The beverage brand works with a tech company to identify relevant trends early and jump on those conversations before they disappear into TikTok's perpetual feed and out of consumers' minds.
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Chris Kelly
