Mark Anthony Brands International has chosen The Kite Factory to manage White Claw media planning and ad purchasing in the United Kingdom. White Claw launched in the UK about 10 months ago.
After a bidding process, The Kite Factory becomes the first UK-based agency to manage the White Claw account. The British market is still largely in its infancy. New players such as Two Brooks, Served, and Bodega Bay are met with plays by The Coca-Cola Company, Anheuser-Busch and Molson Coors.
Michael Dean, new appointed head of marketing at White Claw in London, said: “The Kite Factory truly understood our ambitions for the UK market. White Claw needs to turn up as a challenger brand and offer our UK audience better for your drinking experience aligned with emerging lifestyle trends. Thrilled to have them on board.” Dean came to Mark Anthony after a stint in international marketing at Lagunitas craft brewery in Petaluma, California.
“It’s always an exciting challenge to launch a brand with so much ambition but there’s also the added layer of launching a product which is yet to be widely adopted in the UK,” said Anthony Abou-Zeid, client business director at The Kite Factory.
“Hard seltzer is a relatively unknown entity here but we’re going to have a lot of fun with it from launch and beyond.”
Anthony Abou-Zeid
The company reports that the account was awarded after a competitive pitch with Wavemaker and Love Sugar Science.
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