Hard Seltzer brand, White Claw, has appointed independent media agency The Kite Factory to develop its media planning and buying strategy.
White Claw Hard Seltzer is an alcoholic seltzer water owned by Mark Anthony Brands International. Since its launch in 2016, it has taken the US by storm, growing from a grassroots brand to a cultural icon amongst its dedicated and significant following. It launched in the UK in May 2020 – the brand’s first foray outside North America.
The Kite Factory was appointed following a competitive pitch and will deliver a media planning and buying strategy to bring to life White Claw’s challenger ethos with step-changing creativity defying category norms.
The strategy will amplify White Claw’s brand proposition of pure, uncomplicated fun. It is a product that is not constrained by traditional ‘user segments’, rather for anyone who lives and breathes White Claw’s ethos.
White Claw strives to shake up the alcoholic beverage and Ready to Drink (RTD) category, dominate the hard seltzer market and rival beer and cider as the drink of choice for the active lifestyle consumer in the UK.
Anthony Abou-Zeid, Client Business Director at The Kite Factory said: “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”.
Michael Dean, Head of Marketing at White Claw 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.”
The account was awarded to The Kite Factory after a competitive pitch with Wavemaker and Love Sugar Science.