BFY Opps: Tractor Beverage Co. taps marketing SVP as digital spend skyrockets (Score 27)

Sales Lead: Beverage brand Tractor Beverage Co. (TBC) named Gus Rios-Raggio as its marketing SVP in May 2023.

• Rios-Raggio was previously the director of marketing and customer engagement for Coca-Cola's myCoke.com business.
• Now, he will focus on driving TBC's sustainable growth and solidifying its market leader position.
• At TBC, Rios-Raggio now oversees all marketing initiatives elements such as brand strategy, advertising, and customer engagement.
• The company will likely:
  • Implement strategy shifts
  • Keep increasing spend
  • Conduct agency reviews
• Target demographic: 
  • BFY Gen-Z and millennials

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2022, TBC has spent roughly $1.7m on digital ads, a massive increase from the roughly $23.8k spent by this point last year.
  • YTD data: The company has earned ~251.4m digital impressions YTD, 99% via Instagram ads and 1% via Facebook ads.
  • Last year: In 2022, TBC spent approximately $3m on this channel, 20% more than the approximately $2.5m spent in 2021.​​​​​​​

Additional agency insights:

• Opportunity: Get in touch soon to see if any agency reviews follow Rios-Raggio's appointment.
• Current agency roster:
  • ​​​​​​​No current agency relationships yet confirmed

Insight Sources: Digital spend insights estimated by Pathmatics.