Social Listening
The brand I chose for this week’s blog post is Happy Dad which is a seltzer that was created by some recently hitting youtubers among young adults (16-25) known as the “Nelkboys”. I also Chose this product because I as well have enjoyed watching most of their content for the past 2 years and personally would prefer a Happy Dad seltzer over any other seltzer being offered to me because they are actually lower carbonated and don’t contain as much sugar as other ones do That being said, this product has been a huge success on their end for the simple reason that when they do in-store events to stock up the seltzer they have thousands of local fans showing up and almost selling them out everytime. However, currently even if you wished to purchase any in Oregon you wouldn’t be able to as they have only released in certain states.
Happy Dad’s value proposition is currently known as “Better tasting, perfect amount of carbonation, and electrolytes. Most important of all, it isn’t a bullsh*t skinny can” since there isn’t really much seltzers in the normal 12oz can.
It wasn’t much of a challenge to see what people were currently commenting about the product, When I went and took a look at their official twitter page for the drink I saw multiple accounts complimenting their most recent flavor and also people requesting it to be sold in their country. Happy dad actually seemed to reply to the person requesting it to drop in their country by saying “we coming” which hopefully means they are working on other states as well. Although I wouldn’t be able to relate to the people complimenting the new flavor because it’s not sold in Oregon, I couldn't agree more with the people that want it released everywhere because I've only been able to get my hands on it a few times due to its limited availability.
In addition, I would say that Happy Dad is currently still focusing in the Expand sales/ build brand recognition area of their company. That being said, one great aspect of marketing that the company Happy Dad successfully uses with it’s product would be leveraging it’s fullsend podcast on Youtube and having the opportunity to introduce the Seltzer to many influential people such as Elon Musk, Post Malone, Snoop Dogg, and many others which leads them to gain millions of views on those specific episodes and they gain that extra advertising by using product placement. One other important aspect of marketing that Happy Dad has successfully used apart from their podcast and influential guests would be just the most recent straight up collaboration they made with the drink and the famous rapper Snoop Dogg. You may be thinking this is pretty much the same as the past example, however in this case the rapper and the “Nelkboys’ worked together to come out with a new flavor and basically also has Snoop Dogg's “Deathrow Records” label printed on it which makes it different from the others.
One thing I would definitely change if I were the brand manager if it wasn’t obvious yet
Would be to release the Seltzer in all of the U.S whereas currently you can only get it in a certain few of the states. However they may be doing this on purpose for their market… who knows..?
This assignment was useful to me in helping me understand how Happy Dad uses their full send podcast to their advantage and use it as a great form of marketing for their product because it gets seen and talked about in front of many influential/famous people.
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