White Claw Hard Seltzer has taken the US by storm. Now it is hoping to conquer the UK and Ireland. Rothco helped to launch the brand in the US and is again leading the launch campaign to introduce a new audience to the White Claw phenomenon.

Hard seltzer was among some of the most popular drinks in 2019, commanding over 60% market share in the US with total sales up by over 240%. The category is currently valued at over $2.5billion in the US. Hard Claw is the category’s #1 brand.

The Rothco campaign avoids the expected. It’s not madcap. Not humorous. Not a music video. Not loud. Instead, Rothco and White Claw chose to use the brand’s unique monochrome aesthetic and the legendary White Claw Wave, which have become well recognised in the United States.

Due to the pandemic, the agency also had to readdress what would work as a launch campaign in a world confined by restricted travel and social distancing. As a result, the brand will be introduced almost exclusively online, through online video, digital display and social.

The campaign echoes the brand’s ideals of “a wave of pure refreshment like nothing you’ve ever tasted before”.

https://youtu.be/F5bAgfu1zqo

Miriam Hendrick, managing partner at Rothco, part of Accenture Interactive, commented, “The creative thought process in this spot was driven by thoughts about what the White Claw brand represents. Having established the brand in the US, we wanted to replicate the same success here. Part of White Claw’s appeal is that it rejects standards. This drink transcends gender and is suitable for men and women alike, which is why we wanted to highlight fluidity through the spot.”

https://youtu.be/iCtYcl34z0A

Davin Nugent, chief executive officer at Mark Anthony Brand International, Ireland, stated, “We are delighted to be bringing White Claw Hard Seltzer to Ireland and the UK, the brand’s first markets outside of North America and to once again be partnering with Rothco, part of Accenture Interactive in the process. Making the decision to launch in these markets was an easy one as Irish and British consumers have been hugely vocal on our social media channels, demanding we bring White Claw to these shores. We look forward to building the hard seltzer category on this side of the Atlantic and to hopefully replicating the same success as has been achieved in the US.”

https://youtu.be/xCfsDx7JPIA

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