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.
- 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."
- According to Pipe Candy, Corkcicle has an Amazon Payments online ad spend and two other sources.
- The company's Online Advertising Tech includes The Trade Desk and five others.
- Corkcicle Email Marketing Tech includes NetSuite Mail and two others.
Media Activation Channels
- 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 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.
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.