The Kentucky Derby has the mint julep. Wimbledon has the Pimm’s cup. And the US Open has the Honey Deuce.

The iconic cocktail—made with Grey Goose vodka, lemonade, raspberry liquor, and garnished with three scoops of honeydew melon meant to resemble tennis balls—has been around for almost two decades, and has become something of a cultural phenomenon. Last summer, Kylie Jenner and Timothée Chalamet were spotted sipping one on a date, and the commemorative cup it’s served in, which includes the names of past US Open winners, was dubbed “the season’s hottest accessory” by the New York Times in 2023.

It’s a grand slam for Grey Goose, which scored record Honey Deuce sales last year and is working to make this season another banner year for the cocktail, Grey Goose’s VP of Marketing for North America Aleco Azqueta said.

“You can’t say you’ve been to the US Open without having a Honey Deuce,” Azqueta told Marketing Brew. “Social media has really been a big part of it. People really want to share their experience, just like if you’re at a Taylor Swift concert and you share the bracelets…At the US Open, there’s no way to really showcase that experience you’re having without sharing your greatest Honey Deuce images.”

Continue reading here.—AM

The Marketing Brew Summit on September 12 is fast approaching, bringing together top marketing leaders for a day of cutting-edge insights and strategic discussions. From mastering the latest trends to uncovering actionable tactics, our agenda is packed with sessions designed to elevate your marketing efforts.

Don’t miss this opportunity to connect with industry experts, gain invaluable knowledge, and stay ahead in the ever-evolving marketing world. Secure your livestream pass today!

Attendees of a recent open house in Los Angeles may have known something unusual was going to happen—but being part of a major ad campaign for NFL Sunday Ticket on YouTube TV still might have come as something of a jump scare.

“They come in under the premise that it’s just some sort of NFL-themed survey in an open house,” Michael Krivicka, founder and director of whoisthebaldguy, an agency YouTube enlisted to help pull off the campaign, said. “A good setup is part of the magic.”

In a stunt filmed for a fall football-themed campaign, participants are handed popcorn and asked to settle onto a couch before being surprised by a group of football players and football announcers bursting through the walls. Gasps, curses, and laughs abound, along with plenty of popcorn flying.

Creators Haley Kalil and Joe Mele were on hand behind-the-scenes, Punk’d-style, to help facilitate the prank, which ends with another surprise: the appearance of former NFL tight end Shannon Sharpe, who told them they’d get free access to NFL Sunday Ticket in exchange for their participation in the stunt.

The elaborate prank is just one part of YouTube TV’s massive marketing efforts for its second season as the exclusive home of Sunday Ticket. The streamer recently debuted a 45-second spot referencing various NFL teams’ mascots to promote the offering, and it plans to partner with creators through fantasy football and other content collabs throughout the season.

It’s all part of a larger effort by YouTube to involve more creators in its Sunday Ticket marketing, Angela Courtin, VP, marketing, creative, and connected TV at YouTube, told Marketing Brew.

Read more here.—JS

Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

John Sampogna is CEO and co-founder of Wondersauce, an agency that specializes in brand storytelling, paid media, e-commerce, and digital experiences. He’s created work for brands like Brookfield, L’Oréal, Scott’s, and Subway.

Favorite project you’ve worked on? My favorite projects are those that become a true partnership, where the client values our expertise as much as we value theirs. It transforms from a vendor relationship into a collaborative effort, where we share insights and work closely towards a common goal.

An example of such a partnership can be seen through our five-year client relationship with Sixpenny and our recent collaboration with Dairy Farmers of America. Both of these clients are exciting, creative partnerships that highlight the strength of mutual trust and shared ambitions in producing excellent results.

One thing we can’t guess from your LinkedIn profile: I’ve been taking guitar lessons since I was a child, and I still take lessons to this day from a phenomenally skilled 21-year-old Berklee graduate.

What marketing trend are you most optimistic about? Least? I’m most optimistic about brands shifting from a heavy focus on performance marketing to a balanced approach that integrates brand storytelling and traditional marketing. This trend allows the industry to move beyond metrics like return on advertising spend and cost-per-click, enabling them to focus on true long-term brand-building. Of course, measurability is important, but over the last few years, it feels like we have been launching campaigns to deliver polished analytics reports.

On the flip side, there is a misconception that brands should only work with highly niche specialists, resulting in siloed marketing efforts and multiple partners running different aspects like media, creative, and e-commerce. Integrated marketing is crucial today, and it’s possible to achieve the management of such with the right single partner. Siloed approaches risk missing out on synergies and holistic understanding of the customer journey.

Continue reading here.

Social is the new search. So…is your brand popping up on search? Consider including social media and influencer campaigns in your holiday season prep. Start with this infographic from Bazaarvoice. They surveyed consumers from around the world to find out what they want to see from brands. See the full infographic.

Mergers and acquisitions, company partnerships, and more.

• Droga5 is merging with Australian creative agency The Monkeys.
• Celsius announced a global partnership with F1 driver Charles Leclerc. The brand also sponsors his team, Scuderia Ferrari.
• Liquid Death and Yeti teamed up to auction off an 85-pound life-sized “Casket Cooler.” The winning bid? A cool $68,200.