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Sensor Tower · Seema Shah · April 2024
MMM: Spring Advertising Trends For Top US Retailers; Gatorade Launches Gatorade Water
Amazon recently wrapped its Big Spring Sale, which ran from March 20-25. Sensor Tower data shows that Amazon didn't lean as heavily on digital advertising for this event compared to previous Prime Days. Gatorade launched its own water in Mar’24, as the company hopes to capitalize on the fast growing “functional water” category. ST data shows top competitors in the space by US ad spend, and breaks down how Gatorade water compares to its other brand offerings.
Key Takeaways:
Amazon promoted the Big Spring Sale as a way to save on seasonal items, calling out savings on cleaning and yard work essentials, products that consumers would typically purchase at home renovation stores. However, ST data shows that the category Amazon heavily featured by spring sale keywords was the broader shopping category with 85% of spend, as more traditional seasonal merchandise like home goods & furniture was only connected to 1% of spend
In comparison to its other major Prime Days, this event saw a fraction of US ad spend, comprising just 5% of Amazon’s total ad spend for its flagship Prime Day in July, and only 11% of Amazon’s total spend promoting its second-annual October Prime Deals Days
This is also illustrated in the amount of creatives produced to showcase the benefits of the sale, as less than 100 were created for its Big Spring Sale while the Jul’23 Prime Day had over 500 individual creatives highlighting the multitude of products that were discounted for its banner sales event
Sensor Tower data shows that Gatorade’s marketing push for Gatorade water started at the beginning of March, with the launch of 70+ creatives across multiple platforms that featured imagery from an OTT video that had been formatted into display and video assets
Gatorade’s largest competitors appear to be SmartWater and Essentia, as they are two of the top three advertisers in the water category (behind Pedialyte), accounting for 20% of spend through 2024 YTD
SmartWater has been one of the top brands across the category for the past few years, while Essentia has invested heavily in gaining larger share of voice as the company increased its US ad spend ~90% YoY in 1Q24, potentially also driven by the launch of its electrolyte-filled Hydroboost water that was also released in Mar’24
For more information, request the full report from reports@sensortower.com.
