According to figures from Ofcom, only a quarter of adults (26%) consume news in print, with this figure declining year-on-year, and the majority of Generation A and Z get their news content from social media (63%) and online (83%).
As a result, drinks brands have woken up to the revolution in high-impact digital advertising strategies, in order to capture consumer attention and drive brand engagement, according to digital creative solutions agency Bullfrog.
The agency highlighted campaigns by The Macallan, The Glenrothes, Dom Pérignon and Veuve Clicquot, as “redefining traditional ad formats to create immersive experiences for their audiences and are successfully leveraging tailored digital ad campaigns to connect with their targeted audience”.
It said that by “honing in on specific consumer demographics, these brands are not just increasing visibility but also cultivating aspirational brand identities”.