How White Claw trailblazed a way for a new drinking experience this summer

Agency: The Kite Factory

The summer of 2021 saw a new category boom in the UK - Hard Seltzers. Having had monumental success in the US, White Claw was launching in the UK with the same aspiration.

Only this time, it wasn’t just a product launch, but also a category launch with over 200 entrants to market to compete with. Our objective was to build awareness to convert into sales to drive value share.

A refreshing low-calorie beverage, White Claw is the perfect drink to own the summer socials. We knew our parks would be a key entry point for the brand, so we set out to own parks in key opinion-forming neighbourhoods in London and Manchester.

OOH was the perfect medium to lead this initiative, giving us status and scale. We could then use geo-located digital targeting to serve additional messages and funnel the public towards places where they could get a can in their hand to encourage trial, closing the loop on awareness and ‘can-in-hand’ trial.

We drove 56% uplift in awareness in London as a result of our activity. Our summer activity has made us the UK’s #1 hard seltzer brand with 42% value share, leading the category by some way.