Mark Anthony Brands International has announced the first global marketing campaign for its White Claw Hard Seltzer brand, beginning in April 2021.
The global campaign follows a hugely successful 2020 with launches in the UK, Ireland, Belgium, The Netherlands and Australia and ongoing success in the US.
Ireland-based Mark Anthony Brands International developed the White Claw Hard Seltzer brand for launch in the USA in 2016. White Claw’s global expansion plan is underpinned by a leading 60% market share in the US and achieving the category leadership positions in Canada, Ireland, Belgium, The Netherlands and the UK, following its launch in 2020. In Australia the brand has also made a strong start, with 1m cans sold in its first week of launch.
The Let’s White Claw campaign will enlist a diverse mix of film and music creators from around the world. The campaign will lead on Instagram with further support on Facebook, Twitter, TikTok, as well as Snapchat, YouTube and Pinterest. The campaign will commence in the US in early April 2021 before rolling out to other markets across the next four months.
“Let’s White Claw is the first in a series of milestones for White Claw,” said, Davin Nugent, CEO of Mark Anthony Brands International. “Since its launch in 2016, White Claw has been embraced by our consumers at a level we never imagined. This campaign is designed for them. White Claw fans are some of the most engaged of any brand in the world, creating an entire sub-culture around the product. Having seen the phenomenal engagement globally with the White Claw brand, we’re excited to not only launch our campaign in new markets, but also our brand and our products, in what is set to be our biggest year yet.”
Newly appointed Global Brand Director, Gisela Rule, said: “I’m delighted to have joined White Claw and Mark Anthony Brands International at such a pivotal and exciting time for the brand. It’s set to be a big year for us with seven new markets due to launch over the coming weeks. The Let’s White Claw campaign marks a very fitting start to our ambitious global expansion plans for 2021 and beyond.”
To learn more about White Claw Hard Seltzer and the Let’s White Claw campaign, go to www.whiteclaw.com.