Split Marketing Departments

Hint divides their marketing strategy into two distinct departments with separate budgets, focusing on maximizing impact through strategic allocation and cross-channel effects.

Core Marketing Structure

• Split into two separate departments:
  • Branded Marketing (traditional/offline)
  • Direct to Consumer (DTC)
• Larger budget allocation to DTC due to:
  • Better measurability
  • Proven spillover effects into retail

Cross-Channel Impact

• DTC advertising creates multiple purchase pathways:
  • Direct online purchases
  • In-store purchases at Target
  • Orders through Instacart
  • General retail presence

Marketing Philosophy

• Frequency over single placements
  • Won't buy just one billboard
  • Believes in concentrated market presence
• Strategic market entry
  • Only enter markets where they can perform well
  • Resist pressure for rapid expansion
  • Focus on quality over speed

Super Bowl Ad Case Study

• No direct call-to-action focus
  • Included drinkint.com but no emphasis on immediate sales
• Long-term brand awareness play
  • Enhanced future DTC ad performance
  • Built brand recognition
• Generated massive response:
  • 400+ texts within short period
  • Excitement from employees
  • Notice from industry professionals and investors

Marketing Lessons

• Don't put all eggs in one basket
• Take time to build presence properly
• Focus on markets where you can excel
• Better to do fewer things well than many things poorly