Hard seltzer brand White Claw has today (15 March) launched a new global integrated campaign as it looks to build its brand identity and drive greater awareness.
Developed in partnership with creative agency VCCP, ‘The Next Wave in Town’ will initially launch in the UK and will champion those who make waves in areas where others see none – embodying the pioneering attitude that White Claw claims it is driven by.
Spearheaded by 30-second hero spot, the campaign forms the latest instalment in the US firm’s ‘Bring The Wave’ creative platform, aiming to cement White Claw as a market leader.
“We’re incredibly excited to see Bring the Wave hit the UK shores this summer at exactly when White Claw drinkers are back outside socialising,” Mark Anthony Brands UK marketing director, Michael Dean said.
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“Our integrated summer campaign will extend from media channels Channel 4, paid social and video, and will turn up at some disruptive offline brand activations. So more consumers can experience White Claw’s wave of refreshment.”
Launching in partnership with Channel 4, the film will be rolled out broadcaster video-on-demand, online video, social media and YouTube.
VCCP creative director, Laura Muse added: “Doing things differently and challenging the status quo is exactly how we love to come at problems.
“A product like White Claw, that is changing how people think about drinking, deserved a campaign that’s active, energetic and fresh. It’s a mindset we can all relate to and a vibe we can all get on board with.”
