Mark Anthony Brands’ White Claw, the hard seltzer that has reigned supreme over the US market since it first hit shelves five years ago, has appointed VCCP to assist in the development of its global creative campaigns.

The London-based integrated communications agency replaces Accenture Interactive’s Rothco after coming out ahead of its competition in a rigorous pitch process managed by the Observatory.

VCCP, which will handle the iconic seltzer’s account from its London and New York offices, is now responsible for White Claw’s creative campaign brief on a global level and across pivotal markets. Accenture is not completely out of the picture. Accenture Interactive will remain on as the seltzer brand’s digital transformation partner and will work closely with VCCP on future campaigns.

Adrian Coleman, VCCP’s founder and CEO of Group, explained, “Since White Claw hit shelves in 2016, they have taken the world by storm. Launching the Hard Seltzer category globally and transforming the alcohol landscape as a whole.”

White Claw is the #1 hard seltzer by market share in the US, typically controlling around half the market, often more. In 2016 the trailblazing brand launched alongside Boston Beer’s Truly when the modern seltzer category was new. Together they continue to dominate the market.

However, the hard seltzer category has since become infiltrated by an abundance of brands. Pioneers like White Claw and Truly need to continue to set themselves apart.

“White Claw has become a cultural phenomenon, leading the Hard Seltzer category in all markets that it operates in. The iconic, global brand has proved to be the USA’s most successful new alcohol product in a generation, disrupting the alcohol industry with what is being coined as “the Hard Seltzer revolution,” said Coleman.

White Claw has benefited tremendously from brand recognition spurred by viral videos, memes and influencers such as comedian Trevor Wallace’s now famous YouTube video from which “ain’t no laws when you’re drinking claws” was born. The stakes are even higher now as the hard seltzer category enters uncharted territory in the global market.

Consumers in other countries are just beginning to get their first taste of the bubbly beverage after watching it skyrocket for the past several years in the US. The seltzer market overseas has yet to explode. However, hard seltzer companies have the potential to experience similar success abroad, if they position themselves strategically now.

White Claw will soon be entering 12 new markets outside of the US. VCCP’s first campaign with the Mark Anthony Brand seltzer, is not expected to debut until 2022. VCCP has worked on fruitful creative campaigns for major companies such as T-Mobile, Avon, Domino’s Pizza, Canon, and McLaren Automotive. The international communications agency appears more than ready to help introduce White Claw to the world.

Coleman stated, “The growth they’ve experienced is staggering and we’re incredibly excited to be partnering with them on their next chapter in delivering their ambitious global plans. The VCCP footprint is a perfect match for White Claw’s global growth ambitions.”

Shirani Jayasuriya
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