White Claw Hard Seltzer
Challenge
When the parent brand, Mark Anthony Brands (known for Mike’s Hard Lemonade) launched White Claw Hard Seltzer, the spiked sparkling seltzer category was a niche regional category. Without cannibalizing their existing product offering, the parent company developed a truly innovative product for the active, health-conscious consumer who was looking for a flavored adult-beverage alternative to light beer. It was our job to bring the product to market.
Solution
We looked at categories that were seeing real growth in the CPG space (ex. Yogurt, snack foods, etc.) to look at the audiences defining that growth, and the messaging that resonated with them. With audience segments defined, and a clearer understanding of messaging impact, we began to define the White Claw brand framework. Our first goal was to align health-conscious consumers with White Claw brand attributes, creating a gender-neutral brand that set the standard in the better-for-you adult beverage category. Secondly, we needed to build brand awareness using social media, digital channels, earned media, events, and retail outlet point of sale.
Results
Defined an entire category and became the category leader. 300% YOY growth for the first 3 years, with international expasion.
Agency Squid
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