Advertising Spend Water Bottles

Part
01
of four
Part
01

Advertising Spend: Hydro Flask and Corksicle (1)

After an exhaustive search through news, press releases, articles, blogs, and business directory sources, there is no readily available data about the advertising spend for Hydro Flask and Corkcicle. We were able to find the total advertising expenses of Hydro Flask's parent company, Helen of Troy Limited. Hydro Flask and Corksicle use their websites and social media channels as media/activations channels; both companies are found to be very active on these channels.

Helpful Findings

Advertising Spend

Hydro Flask

  • Helen of Troy Limited acquired hydro Flask in 2016 and so did not have distinct advertising spend of its own.
  • The company falls under the Housewares segment of the mother company, Helen of Troy.
  • Helen of Troy spent $61.4 million, $57.7 million, and $54.2 million during fiscal 2018, 2017, and 2016, respectively, on advertisements.
  • According to the report, The company's "Advertising costs include cooperative advertising discussed above, traditional & digital media advertising, and production expenses, and expenses associated with other promotional product messaging and consumer awareness programs."

Corkcicle

Media Activation Channels

Hydro Flask

  • Hydro Flask media/activations include its website and social media channels such as Facebook, Pinterest, Youtube, Twitter, and Instagram.
  • On its website, Hydro Flask advertises about its free offers, products, wholesale offers, and press release.
  • In the last six months, the company has generated online traffic of 2 million visitors on desktop and mobile web, with a 36.92% bounce rate.
  • Hydro Flask has 195,627 followers on Facebook and posts pictures and videos of its products features, promotions and discounts, and new product release.
  • The company has 649,000 followers on Instagram with 2,169 posts and posts pictures of its product monthly.
  • The company generated a 16X return on ad spend on Instagram between November 2018–February 2019, compared to the previous four-months period, and an 80% increase in revenue.
  • On Pinterest, Hydro Flask has 6,763 followers with similar and updated posts as other social media channels.
  • Hydro Flask also uses its Twitter and Youtube channels which have 25,500 followers and 1,200 subscribers respectively, to disseminate information.
  • Another medium that was used for advertising was video clips, an example of which is the Let’s Go! video, produced by a creative agency based in Portland, Oregon, and called North. It was released in April 2019. 

Corkcicle

  • Corkcicle media/activations include its website and social media channels such as Facebook, Pinterest, Youtube, Twitter, and Instagram.
  • On its website, Corkcicle advertises about its free offers, products, wholesale offers, and custom order.
  • The company has about 144,056 monthly web visitors on desktop and mobile web, with a 59.7% bounce rate.
  • It also uses 34 technologies for its website, which include Viewport Meta and SSL.
  • Corkcicle has 257,123 followers on Facebook and posts pictures and videos of its products features, promotions and discounts, and new product release.
  • The company has 118,849 followers on Instagram with 576 posts and posts about 11 pictures of its product monthly.
  • On Pinterest, Corkcicle has 2,250 followers with similar and updated posts as other social media channels.
  • Corkcicle also uses its Twitter and Youtube channels which have 6,046 followers and 310 subscribers respectively, to disseminate information.

Research Strategy

To find the advertising spend and the media activation channels of Hydro Flask and Corkcicle, we first searched through the website of the companies for available financial information. We searched for the annual report and form 10K of both companies. Our search revealed that Helen of Troy Limited in 2016 purchased hydro Flask and therefore, have not published any stand-alone financial report. We also found that Corkcicle is a private company and is under no obligation to publish its financial information. Analysis of Helen of Troy's form 10K revealed the advertising spend of the parent company with no information about the breakdown of its spend among its subsidiaries.

To identify the advertising spend for both companies, we went ahead to search through the public domain for any available information about the amount spent for this purpose. We searched through trusted media sources, news articles & publications such as Forbes, Business Insider, and The Guardian. This strategy yielded no result as the only available information about the companies were about their products. Furthermore, we searched through business directory experts such as Crunchbase and Pitchbook for information about the advertising spend of Hydro Flask and Corkcicle. This strategy only provided us with estimated revenue for the companies with no news of data about their ad spend.

For Hydro Flask, we attempted to triangulate the advertising spend by searching through the form 10K of the parent company for available metrics on the percentage of revenue or sales contributed by the different subsidiaries of the company. This strategy was limited by the fact that Hydro Flask falls under the Housewares segment of the company together with OXO, Good Grips, SoftWorks, and OXO tot and there was no way to find out the individual contributions of these subsidiaries to the company revenue or total sales.
Part
02
of four
Part
02

Advertising Spend: Hydro Flask and Corksicle (2)

After an exhaustive search through news, press releases, articles, blogs, and business directory sources, there is no readily available data about the advertising spend for Hydro Flask and Corkcicle. We were able to find the total advertising expenses of Hydro Flask's parent company, Helen of Troy Limited. The research team have provided some helpful findings relating to the advertising spend of Hydro Flask and Corksicle.

Helpful Findings

Advertising Spend

Hydro Flask

  • Helen of Troy Limited acquired hydro Flask in 2016 and so did not have distinct advertising spend of its own.
  • The company falls under the Housewares segment of the mother company, Helen of Troy.
  • Helen of Troy spent $61.4 million, $57.7 million, and $54.2 million during fiscal 2018, 2017, and 2016, respectively, on advertisements.
  • According to the report, The company's "Advertising costs include cooperative advertising discussed above, traditional & digital media advertising, and production expenses, and expenses associated with other promotional product messaging and consumer awareness programs."

Corkcicle


Research Strategy

To find the advertising spend of Hydro Flask and Corkcicle, we first searched through the website of the companies for available financial information. We searched for the annual report and form 10K of both companies. Our search revealed that Helen of Troy Limited in 2016 purchased hydro Flask and therefore, have not published any stand-alone financial report. We also found that Corkcicle is a private company and is under no obligation to publish its financial information. Analysis of Helen of Troy's form 10K revealed the advertising spend of the parent company with no information about the breakdown of its spend among its subsidiaries.

Next, we went ahead to search through the public domain for any available information about the amount spent for this purpose. We searched through trusted media sources, news articles & publications such as Forbes, Business Insider, and The Guardian. This strategy yielded no result as the only available information about the companies were about their products. Furthermore, we searched through business directory experts such as Crunchbase and Pitchbook for information about the advertising spend of Hydro Flask and Corkcicle. This strategy only provided us with estimated revenue for the companies with no news of data about their ad spend.

Lastly, For Hydro Flask, we attempted to triangulate the advertising spend by searching through the form 10K of the parent company for available metrics on the percentage of revenue or sales contributed by the different subsidiaries of the company. This strategy was limited by the fact that Hydro Flask falls under the Housewares segment of the company together with OXO, Good Grips, SoftWorks, and OXO tot and there was no way to find out the individual contributions of these subsidiaries to the company revenue or total sales.
Part
03
of four
Part
03

Advertising Spend: Klean Kanteen and Yeti (2)

After an exhaustive search through news, press releases, articles, blogs, and business directory sources, there is no readily available data about the advertising spend for Klean Kanteen. We identified the advertising expenses of Yeti Holdings as $27.5 million in 2018. Klean Kanteen and Yeti use their websites and social media channels as media/activations channels; both companies are found to be very active on these channels.

Advertising Spend

Yeti

Helpful Findings

Klean Kanteen


Research Strategy

To find the advertising spend of Klean Kanteen and Yeti, we first searched through the website of the companies for available financial information. We searched for the annual report and form 10K of both companies. From our search, we found the advertising spend by Yeti in its form 10K. We also found that Klean Kanteen is a private company and is under no obligation to publish its financial information.
To identify the advertising spend for Klean Kanteen, we conducted a thorough search through the company website. We looked at sections such as the about us and press release. We also searched for any available financial news or published article on the website for any information on the company's advertising spend.

Next, we went ahead to search through the public domain for any available information about the amount spent for this purpose. We searched through trusted media sources, news articles & publications such as Forbes, Business Insider, and The Guardian. This strategy yielded no result as the only available information about the company was about their products. Furthermore, we searched through business directory experts such as Crunchbase and Pitchbook for information about the advertising spend of Klean Kanteen. This strategy only provided us with website tech information and news mentions for the companies with no data about their ad spend.
Lastly, we expanded the width of our search and looked into third-party sources such as the social media handles of Klean Kanteen to know if the company had published any financial information about the company or advertising spend. This strategy was limited by the fact that most of the posts by Klean Kanteen on its social media handles paid attention to the products and not the financial aspect of the company.

Part
04
of four
Part
04

Advertising Spend: Klean Kanteen and Yeti

After an exhaustive search through news, press releases, articles, blogs, and business directory sources, there is no readily available data about the advertising spend for Klean Kanteen. We identified the advertising expenses of Yeti Holdings as $27.5 million in 2018. Klean Kanteen and Yeti use their websites and social media channels as media/activations channels; both companies are found to be very active on these channels.

Advertising Spend

Yeti

According to the company form 10K, Yeti Holdings media activities include advertising, social media, and public relations.
The company's advertising expenditure falls under the general and administrative expenses of the company.
Yeti spent $33.1 million in 2016, $26.5 million in 2017, and $27.5 million in 2018, on advertisements.
Yeti Holdings prepaid advertising costs as of December 29, 2018, and December 30, 2017, were $1.3 million and $0.7 million, respectively.
According to Media Radar, Yeti "invests in premium ad units and advertised on over 250 different media properties in the last year across multiple media formats."

Helpful Findings

Klean Kanteen

Media Activation Channels

Yeti

  • Yeti media/activations include its website and social media channels such as Facebook, Pinterest, Youtube, Twitter, LinkedIn, Twitch, and Instagram.
  • On its website, Yeti advertises about its free offers, products, wholesale offers, and press release.
  • The company has generated online traffic of 2,694 visitors on desktop and mobile web, with a 58.54% bounce rate.
  • Yeti has 992,003 followers on Facebook and 9,183 followers on Twitch. It posts pictures and videos of its products features, promotions and discounts, and new product release on both platforms.
  • The company has 1,317,074 followers on Instagram with 1,963 posts and posts pictures of its product monthly.
  • The company uses various advertising channels such as YETI Ambassadors, traditional, digital, and social media, original YETI films, and community events.
  • On Pinterest, Yeti has 124 followers with similar and updated posts as other social media channels.
  • Yeti also uses its Twitter, LinkedIn, and Youtube channels which have 86 followers, 44,861 followers, and 11 subscribers respectively, to disseminate information.
  • Yeti placed ads in digital, print, and national TV in 2019. 

Klean Kanteen

  • Kanteen media/activations include its website and social media channels such as Facebook, Pinterest, LinkedIn, Twitter, and Instagram.
  • On its website, Kanteen advertises about its free offers, products, wholesale offers, and custom order.
  • The company has about 202,500 monthly web visitors on desktop and mobile web, with a 41.42% bounce rate.
  • It also uses 66 technologies for its website, which include Viewport Meta and SSL.
  • Kanteen has 80,475 followers on Facebook and posts pictures and videos of its products features, promotions and discounts, and new product release.
  • The company has 108,000 followers on Instagram and posts about its product monthly.
  • On Pinterest, Kanteen has 1,787 followers with similar and updated posts as other social media channels.
  • Kanteen also uses its Twitter and LinkedIn channels which have 6,046 followers and 2,689 followers, respectively, to disseminate information.

Research Strategy

To find the advertising spend and the media activation channels of Klean Kanteen and Yeti, we first searched through the website of the companies for available financial information. We searched for the annual report and form 10K of both companies. From our search, we found the advertising spend by Yeti in its form 10K. We also found that Klean Kanteen is a private company and is under no obligation to publish its financial information.
To identify the advertising spend for Klean Kanteen, we conducted a thorough search through the company website. We looked at sections such as the about us and press release. We also searched for any available financial news or published article on the website for any information on the company's advertising spend.

Next, we searched through the public domain for any available information about the amount spent for this purpose. We searched through trusted media sources, news articles & publications such as Forbes, Business Insider, and The Guardian. This strategy yielded no result as the only available information about the company was about their products. Furthermore, we searched through business directory experts such as Crunchbase and Pitchbook for information about the advertising spend of Klean Kanteen. This strategy only provided us with website tech information and news mentions for the companies with no data about their ad spend.
Lastly, we expanded our search and looked into third-party sources such as the social media handles of Klean Kanteen to know if the company had published any financial information about the company or advertising spend. This strategy was limited by the fact that most of the posts by Klean Kanteen on its social media handles paid attention to the products and not the financial aspect of the company.
Sources
Sources