Bar Coaster Ad Placements

The founder of Hims & Hers discovered success through creative, non-traditional advertising placements in everyday locations. This approach combines performance marketing with brand building through unique physical touchpoints.

Key Points:

• Alternative Ad Placement Strategy:

  • Place ads above urinals
  • Use bar coasters as advertising space
  • Similar to Bumble's coffee sleeve advertising

• Benefits of Bar Coaster Strategy:

  • Reaches target audience when they're social and receptive
  • Creates natural conversation opportunities
  • Leverages disposable items bars already need
  • Cost-effective as brands cover the bars' coaster expenses

• Marketing Budget Structure:

  • Split budget between performance and brand marketing from launch
  • Maintained majority focus on performance marketing
  • Got board approval for dedicated brand spending allocation

• Results:

  • Achieved widespread brand recognition by launch day
  • Created new marketing channels that didn't previously exist
  • Successfully balanced performance metrics with brand building

This approach demonstrates how finding unconventional advertising spaces can create effective touchpoints while maintaining performance marketing efficiency.