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Launching White Claw

Mark Anthony Brands (MABI) launched White Claw hard seltzer into a crowded market with a limited budget. We recognized that success hinged on the health-conscious social trend of using fitness activities and regimes to offset social indulgences. Following our campaign, White Claw became the #1 category leader at 40% share, and sales grew 355%.

PURCHASE JOURNEY / USA / HEALTH / ALCOHOL / AMERICAS / DRINKS / FINTNESS / LAUNCH / MARK ANTHONY BRANDS / WHITE CLAW

THE CHALLENGE

Mark Anthony Brands (MABI) launched White Claw hard seltzer into a crowded market with a limited budget. We were tasked with creating a targeted, grassroots campaign to boost sales. What many of the rival beer giants failed to understand was the appeal of a hard seltzer product. We recognized that success hinged on the health-conscious social trend of using fitness activities and regimes to offset social indulgences. The main draw was not ‘liquor in a can’ but instead a beverage alternative that allowed for social consumption without the previously-assumed negative impact health and wellness goals. We found that consumers ran races so they could go out with friends afterwards or went to the gym in the morning so they could later sit on their couch and binge-watch TV. People took care of their health as part of maintaining a social lifestyle. Our understanding of the Purchase Journey meant that we saw that White Claw gave consumers a beverage choice that didn’t negate these previous exercise milestones.

OUR SOLUTION

We knew that the beer giants would be pushing their products all over TV and major print publications. To avoid being steamrolled in that vacuum, we targeted consumers when their health and fitness was at the forefront of their minds. We planned and executed location takeover partnerships with Life Time Fitness, 24 Hour Fitness and Planet Fitness in 27 states. These included: gym TV, locker room and shower branding takeovers, on-site weekly sampling including placement at fitness events such as the Boston Marathon, flashy OOH billboards and painted walls with placement near gyms, beaches and parks. A mobile-first digital plan allowed us to speak to consumers that regularly use their devices to track fitness activity and entertain themselves during workouts via sponsored Spotify workout playlists, custom White Claw Snapchat geofilters targeting nationwide gyms such as Gold’s, New York Health and Racquet Club and Life Time Fitness, branded Weather Channel app backgrounds to reach consumers determining whether to exercise outside or indoors and paid social units including GIFs, videos, and whitelisted influencer content to increase trial. We also leveraged print partnerships with health and wellness publications such as Men’s Health and ESPN, that our average target read twice per week.

DELIVERING RESULTS

By the end of summer, White Claw began to sell out nationwide. Six of the top ten White Claw Google searches asked where it could be purchased and the overall numbers spoke for themselves:

• White Claw became the #1 category leader at 40% share, exceeding our goal by 17%
• Category growth was outpaced by 174 points with sales growth of 355% (vs 181% for the category)
• Aided brand awareness rose from 22% to 30% post-exposure
But most importantly, Mark Anthony Brands grew 15% from 2016 while the beer giants it had battled accepted single-digit losses. In the end, it was our sheer determination and premium product that catapulted White Claw into pop culture.

355
%
SALES GROWTH