Proudly supporting Multiple Beer Retailer of the Year
Hard seltzer brand White Claw was launching, bringing a whole new category of alcoholic drink to the UK. Given the large number of competitor brands trying to do the same, cut through was essential. Our objective was to build awareness and drive value share. A refreshing beverage, White Claw is the perfect summer drink, so we set out to own parks in key opinion-forming neighbourhoods in London and Manchester.
OOH was the perfect medium to lead this initiative, giving us status and scale. We could then use geo-located digital targeting to serve additional messages and funnel the public towards places where they could get a can in their hand to encourage trial. OOH made this campaign unmissable and highly successful. We drove 56% uplift in awareness in London as a result of our activity. Our summer activity has made us the UK’s #1 hard seltzer brand with 41% value share.
Source: IRI UK data to October 3rd 2021