How Out of Home Boosts Celebrity-Backed Booze Brands
September 12, 2024
Celebrity alcohol brand partnerships have seen a significant increase in recent years, growing from fewer than 40 celebrity-affiliated brands in 2018 to 350 today (SOURCE: SommTV). The successes of trailblazers like George Clooney with Casamigos (sold to Diageo for $1 billion) and Ryan Reynolds with Aviation Gin (sold to Diageo for $610 million) weren’t just driven by star power; they also leveraged out of home advertising.
Out of home exposure serves as a growth catalyst for this type of brand partnership, launching them to the top shelf. OOH is designed to heighten awareness, generate interest, and drive purchases. With celebrity endorsed brands, the large, prominent presence of billboards amplifies their star power.
Celebrities can – and do – use their social following for influence. This nexus has become an integral part of brand marketing and advertising over the past decade. These partnerships give brands the potential to reach that celebrity’s audience.
But as connected and accessible as social media is, it can lack extravagance and credibility. That’s where social out of home (or as we call it, #sOOH) comes in. #sOOH bridges the gap between the viral reach of celebrities and the real-life presence of billboard and transit advertising, driving conversation and exposure to build a brand’s awareness, legitimacy, and stature. With the flood of celebrities into the alcohol market, the power of #sOOH helps brands stand out for recognition and credibility – plus provides a ton of visual content for sharing.
Matthew McConaughey’s tequila brand Pantalones is a prime example of how to maximize that celebrity influence. This June, as part of the release push for their tequila, McConaughey and his wife Camila posed in front of a Dallas billboard featuring the couple. Sharing pictures of themselves in front of their billboard created a message of personal passion, not only inviting consumers to enjoy a fine-tasting tequila but creating a connection between celebrity and consumer. Riding a wave of viral sharing and earned media, Pantalones then showcased its tequila on billboards across the country, including major markets like Dallas, Miami, and Los Angeles.
While we can’t promise Clooney-level recognition for every celebrity spirit, OUTFRONT can help brands get a little more famous – and a little more serious – by creating a moment, a conversation, a tangible representation of what they believe in. Whether it’s a billboard in Texas or a takeover in Times Square, #sOOH is a recipe for growth.
Contact OUTFRONT today to learn what we can mix up for you.
Author: Kenya Inoue, Coordinator, US Brand Partnerships @ OUTFRONT
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