Marketing

Mark Anthony Brands International launches ‘Let’s White Claw’ campaign

Mark Anthony Brands International has launched its first global marketing campaign for its White Claw Hard Seltzer brand, originally developed in Ireland.
 An ambitious global expansion plan is underpinned by the “Let’s White Claw” campaign.

An ambitious global expansion plan is underpinned by the “Let’s White Claw” campaign.

The global ‘Let’s White Claw’ campaign follows a hugely successful 2020 with launches in the UK, Ireland, Belgium, The Netherlands and Australia as well as ongoing success in the US.

In 2020 White Claw contributed over $1 billion in growth to the US Hard Seltzer segment, more than the next two largest beverage growth brands combined. White Claw sales were up by over 118% last year.

Ireland-based Mark Anthony Brands International developed White Claw Hard Seltzer for launch in the US in 2016 and its ambitious global expansion plan is underpinned by a 60% market share of the $4.7 billion Hard Seltzer market in the US while achieving category leadership positions in Canada, Ireland, Belgium, The Netherlands and the UK following its launch in 2020.

It was Ireland’s top-selling Hard Seltzer and second-top RTD canned brand according to Nielsen Ireland’s Total Scantrack (which excludes Dunnes Stores and discounters) for the 52 weeks to the 28th of February. 2020’s sales here were worth nearly €3 million.

It was also the UK’s top-selling Hard Seltzer in the 52 weeks to the 21st of February.

In Australia the brand has also made a strong start, with one million cans sold in the first week of its launch.

 

Available in 3 flavours

White Claw Hard Seltzer is available in sleek 330ml cans in Raspberry, Black Cherry and Natural Lime flavours.

Through its social feeds, home-made merchandise, videos, hashtags and memes, fans have generated over 4 billion impressions and 46 times more social media mentions than competing brands.

The ‘Let’s White Claw’ campaign will lead on Instagram with further support on facebook, twitter, TikTok and Snapchat, YouTube and pinterest.

The campaign commenced in the US in early April and will roll out to other markets across the next four months.

The campaign is the first in a series of milestones for White Claw, said Davin Nugent, Chief Executive of Mark Anthony Brands International, adding, “Since its launch in 2016, White Claw has been embraced by our consumers at a level we never imagined.

“White Claw fans are some of the most engaged of any brand in the world, creating an entire sub-culture around the product.”

Newly appointed Global Brand Director Gisela Rule added, “It’s set to be a big year for us with seven new markets due to launch over the coming weeks”. These include Belgium, Finland, Sweden, Germany, Switzerland and Austria.

To learn more about White Claw Hard Seltzer and the ‘Let’s White Claw’ campaign, go to www.whiteclaw.com or follow White Claw on Facebook at facebook.com/whiteclawseltzer, on twitter at @whiteclawie and on Instagram at @whiteclawireland.

 

 

 

Sign up for Drinks Industry Ireland

Get a free weekly update on Drinks Industry trade news, direct to your inbox. Sign up now, it's Free