Bitcoin ETF Marketing War Intensifies As Hashdex Enters The Fray And Bitwise Launches A Second Ad

Updated: 21 December 2023

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Spot Bitcoin exchange-traded fund (ETF) issuers are stepping up their marketing campaigns as they strive to secure first-mover advantage ahead of expected approvals next month.

Three advertisements centered on Bitcoin ETFs have been rolled out in under 48 hours, two of them from Bitwise and one by Hashdex

Hashdex is the latest to join the fray with an advertisement introducing people to the idea of a managed crypto investment.

“Stocks aren’t crypto,” it says. “Fixed income isn’t crypto. Precious metals? Nope. Not crypto either. Your Bitcoin investment deserves a crypto-focused firm. Hashdex.”

pic.twitter.com/ViLJOttpks

— Hashdex (@hashdex) December 20, 2023

Bitwise published its first ad on Dec. 18, featuring actor Jonathan Goldsmith, who says, “You know what is interesting these days?… Bitcoin.”

A word to the wise, from a man of few words. #bitcoinisinteresting https://t.co/wantGiAIqJ pic.twitter.com/x5MPbElEev

— Bitwise (@BitwiseInvest) December 18, 2023

Bitwise had the same character feature in a subsequent commercial barely two days later, this time referencing Satoshi Nakamoto, the pseudonymous father of Bitcoin.

In this ad, he says, “Thought you would like to know…Satoshi sends his regards,” and closed with the same call to action he used in the first commercial, “Look for Bitwise, my friends.”

Listen closely, my friends. #bitcoinisinteresting pic.twitter.com/pbfo6vlX0C

— Bitwise (@BitwiseInvest) December 20, 2023

Goldsmith is known as “The Most Interesting Man in the World” character portrayed in an advertising campaign with Dos Equis beer.

Filers Demonstrate Confidence For Imminent Spot Bitcoin ETF Approvals

The commercials are a show of confidence from the fund managers that the US Securities and Exchange Commission will approve spot BTC ETFs with Bloomberg Intelligence saying there’s a 90% chance it will be by Jan. 10.

According to Samson Mow, a Bitcoin pioneer and CEO of BTC infrastructure company JAN3, the marketing campaigns are an arm wrestle for investors, inflows, and assets under management (AUM), with branding being the main differentiator.

Second, they aren’t going to passively sit there and hope to win. No. They’ll be fighting for AUM and customers. How do companies fight? They advertise and market. Case in point: Bitwise ad.

This battle for the #Bitcoin orange glow is going to heat up like you can’t imagine.

— Samson Mow (@Excellion) December 19, 2023

Mow anticipates an even stronger ad will be launched soon by fund management titan BlackRock, the world’s biggest money manager.