White Claw® has sold 7.8 million cans in Australia to date.
Hard seltzer brand White Claw® has launched its first global campaign Let’s White Claw® in Australia.
Lion Australia has a partnership with Mark Anthony Brands International to import, market and exclusively distribute White Claw® in Australia.
The social campaign, Let’s White Claw®, takes its lead from the brand’s fans. A co-collaboration with a diverse group of creators from around the world, Let’s White Claw® captures real, unscripted moments of fun. Each piece explores a different kind of micro moment inspired by fan culture, from chilled afternoons to volleyball by moonlight, and spontaneous BBQs to epic house parties.
A call to action, #LetsWhiteClaw, encourages local fans to create fun moments with mates throughout Summer.
Lion consumer and brand director Anubha Sahasrabuddhe says the brand has been a success for Lion Australia.
“We have built a base of local love and demand for the White Claw® brand that has put us in the number one seat in Australia. White Claw® has surpassed all of our business expectations over the last year and has been one of Lion Australia’s most successful product launches to date,” Sahasrabuddhe says.
Since launching in 2016 in the US, White Claw® has seen triple-digit growth every year and sells 60 million cases annually globally. In Australia, it is the number one hard seltzer (based on volume share IRI to August 2021) just one year since it first went on sale, selling 7.8 million cans to date.
Sahasrabuddhe says White Claw® "connects with the social forward LDA GenZennials, connecting to culture and occasions".
Driving engagement throughout Summer, the Let’s White Claw® campaign will appear across social media, online video and OOH placements in Australia.
“We are really excited to see the Let’s campaign come to life and feel that its message will strongly align with our White Claw® fans in all sorts of sub-cultures who are absolutely ready to kick off a summer of pure enjoyment with friends,” Sahasrabuddhe says.
Credits:
Global:
Creative agency: Rothco
Local:
White Claw Australia Brand Manager: Sarah Maingay
White Claw Australia Marketing Manager: Candice Bush
Media agency: UM
Social agency: Ackelo and reprise
Partnerships and activations: Two Palms
Earned Media: Liquid Ideas
