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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.
Roles
Research
Discovery & Strategy
Branding
Communications
Creative Direction
Production
Deliverables
Marketing & Branding Strategy
Branding & Art Direction
Copywriting & Brand Voice
Videography & Photography
Digital Presence
Website Design & Development
Social Media Strategy
Brand Launch
Client
Mark Anthony Brands (White Claw Hard Seltzer)
Company Type
B2C / B2B
Adult Beverage/RTD Beverage
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THE CHALLENGE
Prior to our work with White Claw, the spiked sparkling seltzer segment within the flavored malt beverage category had yet to be established beyond regional distribution. We needed to not only broaden the awareness of White Claw, but define the audience who would care about hard seltzers and educate them along the way.
THE 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.
Whtie Claw broke all the laws of booze marketing to win the hard seltzer war
Fast Company
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BRAND LAUNCH CAMPAIGN
CREATIVE
Because of the age and lifestyle of our target audience, we used the voices of the health-conscious community to tell their authentic stories on how they relate to the brand.
WEBSITE
We designed and built the site to educate consumers on the better-for-you category while focusing on the White Claw brand attributes using animations for all devices to pique interest and keep users engaged. As brand awareness grew and matured, the site evolved to be more comprehensive by accounting for new partnerships, activations, and stories.
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CAMPAIGN (CONT.)
SEO & SEM
Before product launch, three unique blogs were created to provide definition and relevance to the White Claw name and differentiate it from search engine clutter. Each blog was tailored with SEO tactics to help cultivate organic search rankings. They were supplemented with a search engine marketing “buy” which together drove traffic to the new White Claw site.
SOCIAL MEDIA
Based on our target audiences, appropriate social channels were chosen to engage consumers and to showcase products in simple settings and highlight attributes.
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RETAIL & SHOPPER MARKETING
Point of sale was designed to support social media and to quickly communicate product attributes providing important on-shelf and in-store placement versatility across multiple areas: spirits, fresh ingredients, and health-food alternatives.
BRAND WORK
Responding to the data on how consumers were reacting to the initial brand strategy, we designed strict guidelines to take ownership of black and white, active lifestyle imagery to help build the brand and launch product extensions and partnerships.
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RESULTS
FIRST FEW MONTHS
With NO paid media support, the website saw over 15,000 unique visitors in the first three weeks of product launch with over two minutes of site engagement and the lowest bounce rate in the portfolio. It gained national distribution in 4 weeks with the largest retailers in the country (Walmart, Kroger, Costco, Albertsons). The brand saw 300+% YOY increases for the first 3 years of launch and became a cultural phenomenon as well as the category leader in the better-for-you adult beverage space. The brand continues to grow as it expands outside of the US to Canada, the EU, and Asia.
CONTINUED GROWTH
As the hard seltzer market began to see new entrants and become more defined, White Claw Hard Seltzer saw 300%+ growth in the first 3 years, making them the number one hard seltzer with almost 60% market share. Since the successful launch, we continue to support White Claw. We have supported the launch of new flavors and products, defined brand strategy, and executed creative with the bold use of black and white and among other brand initiatives that maintain Mark Anthony Brands as the leader in the hard seltzer category.
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Squid just gets it. With their extremely versatile capabilities, they can really bring any brand to life.
—Dan, marketing @ mark anthony brands
Credits: The Team
Creative Director: Brent Marmo
Strategic Planning Director: Miles Marmo
Art Director and Designer: Mike Berg
Development: Charlie Hield
Partners
Video Production: Don't Blink TV
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