Challenge
When White Claw, the US hard seltzer phenomenon, tasked us with launching their brand in the UK, we knew we faced a significant challenge. Not only was the concept of hard seltzer practically unknown to British consumers, but the market was also saturated, with over 200 brands competing for attention. We had to cut through the noise to introduce both the brand and the category itself—failure at this critical stage would have been disastrous.
Solution
Our strategy centred on dominating key summer moments and locations, particularly parks, which became social hubs as the UK emerged from lockdown. These outdoor spaces were the perfect setting for White Claw’s refreshing, lifestyle-driven identity. We used standout out-of-home (OOH) formats near parks in London and Manchester, including murals, banners, and legal flyposting, to create a visual presence that was bold, innovative, and true to the brand.
To ensure discovery and trial, we utilised geolocation services to retarget consumers exposed to our OOH ads and mapped campaign efforts to high-distribution areas. We also leaned into digital platforms, timing ads to key summer moments and targeting lifestyle communities. The campaign extended across Owned, Earned, Shared, and Paid channels, supported by festival sponsorships and sampling events.
Result
We turned White Claw into a summer sensation. Our efforts resulted in a 56% increase in White Claw’s brand awareness within target regions. By the end of 2021, the brand held a 42% value share of the £15.4 million UK hard seltzer market, becoming the clear #1 brand, worth £6.5 million. We’re proud to have played a key role in trailblazing this new drinking experience for British consumers.
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