White Claw, a low-calorie alcoholic seltzer water which has become a top-selling brand in the US market, has appointed independent media agency The Kite Factory to develop its planning and buying strategy following its expansion into the UK last summer.
Made by blending seltzer water, a gluten-free alcohol base, and fruit flavour, White Claw Hard Seltzer was launched in the US in 2016 by Irish company Mark Anthony Brands International.
As of 2019, White Claw was claimed to be the top-selling hard seltzer brand in the country, with 60% market share and even outselling Budweiser. It success was built on unofficial viral social media activity, which included the slogan “Ain’t no laws when you’re drinking Claws”. Each 330ml White Claw can contains only 95 calories, 2g of carb and an alcohol strength of 4.5%.
The brand made its first foray outside North America when it launched in the UK in May 2020.
The Kite Factory has been appointed following a competitive pitch against Love Sugar Science and incumbent Wavemaker.
The agency has now been tasked with delivering a media planning and buying strategy to bring to life White Claw’s “challenger ethos” to defy category norms and promote White Claw’s brand proposition of “pure, uncomplicated fun”.
The brand is aiming to shake up the alcoholic drinks category, and rival beer and cider as the drink of choice for the “active lifestyle” consumer in the UK.
White Claw head of marketing Michael Dean said: “The Kite Factory truly understood our ambitions for the UK market. White Claw needs to turn up as a challenger brand and offer our UK audience better for you drinking experience aligned with emerging lifestyle trends. Thrilled to have them on board.”
Kite Factory client business director Anthony Abou-Zeid added: “From our very first meeting with White Claw, we immediately felt a connection with their vision. It’s always an exciting challenge to launch a brand with so much ambition but there’s also the added layer of launching a product which is yet to be widely adopted in the UK. Hard seltzer is a relatively unknown entity here but we’re going to have a lot of fun with it from launch and beyond.”
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