Brand Overview

Dirty Pelican is a beverage brand specializing in cocktail and mocktail mixers, selling primarily through Amazon. The brand operates in competitive lifestyle and outdoor categories where ad efficiency and margin control are critical for long-term growth.

The Challenge

  • Rising competition in beverage and lifestyle categories
  • Ad spend increasing faster than organic growth
  • TACoS volatility impacting margins
  • Limited scalability without hurting profitability
  • Fragmented Sponsored Products and Brands structure

Our Strategy

Amazon Account Restructuring
  • Brand vs Non-Brand campaign segmentation
  • Hero SKUs separated from supporting products
  • Intent-based Exact, Phrase, and Broad layers
ROAS & Keyword Control
  • Search term harvesting into scaling campaigns
  • Bid optimization by ROAS tiers
  • Negative keyword cleanup to reduce waste
TACoS-Led Scaling
  • Scaling only when organic sales remained stable
  • Ads used to protect rankings and capture demand
  • Continuous balance between paid and organic growth

Results Achieved

4–5x

ROAS Sustained

20–29%

TACoS Stabilized

Predictable

Amazon Scaling

By shifting focus from short-term ACoS to long-term TACoS control, Dirty Pelican achieved profitable, predictable Amazon growth — allowing the brand to scale advertising without sacrificing margin health.

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