|Booze Brands Rush to Snapchat While Contending With Age Risks
Here is the surest sign yet that Snapchat is growing up: Alcohol brands are starting to advertise on the mobile app in significant numbers after overcoming fears of marketing on the teen-friendly platform.
Anheuser-Busch InBev broke the seal in May 2015 when it ran ads in Snapchat's "Stories" section that were tied to a Bud Light-branded event. And the pace of alcohol advertising has accelerated in recent months as marketers gain more confidence in Snapchat's ability to keep content away from users who are under age 21.
MillerCoors, Beam Suntory, Diageo and Bacardi Limited are among the companies marketing on the app. Constellation Brands will run its first Snapchat campaigns this fall with ads for Modelo Especial and Svedka vodka, according to a spokeswoman. Pernod Ricard has been among the most aggressive players. The marketer's Jameson brand ran the alcohol category's first sponsored national geo filter for St. Patrick's Day. And Pernod's Malibu brand ran a sponsored lens during Memorial Day, kicking off a summer-long Snapchat campaign.
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This was originally published on AdAge. A link to the original story follows this post.
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