Helping White Claw claim the UK hard-seltzer crown
In the summer of 2021, the UK market experienced a surge in a new beverage category: Hard Seltzers. Already a huge success in the US, White Claw aimed to replicate this in the UK, not just launching their product but spearheading the introduction of the entire category amidst fierce competition from over 200 new market entrants. Faced with the challenge of introducing hard seltzers—a concept new to British consumers—our strategy was focused on cutting through the clutter to establish White Claw not only as a market leader but as a lifestyle brand that transcends the typical alcoholic beverage. Our campaign aimed to build significant brand awareness and drive value share, all while maintaining the unique cultural alignment and distinct identity of White Claw.
Our campaign leveraged Out-of-Home (OOH) advertising as the prime vehicle for establishing prominence and extending our reach. With the power of geo-located digital targeting, we could deliver precise messaging, guiding consumers to nearby locations where they could experience White Claw firsthand. This approach not only bolstered brand awareness but also drove direct product trials, effectively closing the marketing loop with a tangible ‘can in hand’ experience.
Capitalizing on a diverse array of Out-of-Home (OOH) advertising formats, our campaign painted the town with everything from captivating murals and wraparounds to dynamic station takeovers and impactful roadside billboards. This strategic use of varied OOH mediums built a web of interconnected brand awareness, rendering the campaign not just visible, but unmissable and resoundingly successful.
+56%
Uplift in Awareness
+41%
Value Share
What we did
As the ideal low-calorie option, White Claw is designed to dominate summer social gatherings. Leveraging in-depth segment insights to predict post-pandemic socializing trends, we identified parks as a critical engagement point. Our strategy focused on establishing a strong presence in influential neighborhoods within London and Manchester, aiming to make White Claw the go-to beverage in these vibrant outdoor settings.
