White Claw Hard Seltzer - "White Claw Hard Seltzer"

Rothco, part of Accenture Song

Rothco, part of Accenture Song Dublin 7, Ireland

14787

Brand: White Claw Hard Seltzer
Country: Ireland

Advertiser: Mark Anthony Brands

Title	White Claw Hard Seltzer
Agency	Rothco, part of Accenture Song
Campaign	White Claw Hard Seltzer
Advertiser	Mark Anthony Brands
Brand	White Claw Hard Seltzer
Date of First Broadcast/Publication	2020 / 6
Business Sector	Beers, Ciders, Lagers
Philosophy	White Claw Hard Seltzer, the no 1. Hard Seltzer brand that has taken the US by storm, is bringing the category to the UK and Ireland. Rothco, part of Accenture Interactive, helped launch the brand in the US and is again leading the launch campaign to introduce a new audience to the phenomenon that is White Claw. In the UK and Irish markets, Rothco, part of Accenture Interactive and White Claw chose to carry through the brand’s unique monochrome aesthetic and the legendary ‘White Claw Wave’ – that have become so well recognised in the United States – to the new campaign. Due to the pandemic, Rothco, part of Accenture Interactive had to readdress what would work as a launch campaign in a world confined by restricted travel and social distancing. As a result, the brand will be introduced almost exclusively online, through online video, digital display and social. The campaign spots and social content are shot in the White Claw brand’s distinctive monochrome. In some of the films a surfer ascends from under a crystal-clear wave, whilst others focus on the waves themselves as they sparkle, break and undulate across the screen. The suite of ads echoes the brand’s ideals of ‘a wave of pure refreshment like nothing you’ve ever tasted before’. The refreshing beverage of sparkling water with alcohol, most commonly called hard seltzer, was among some of the most popular drinks in 2019, commanding over 60% market share in the US and saw total sales up by over 240%. The category is currently valued at over $2.5billion in the US. White Claw Hard Seltzer is made with sparkling water, triple distilled spirit and a hint of natural fruit flavour and heralds in a new era of drinking experiences. With only 95 calories per can, White Claw is gluten free, has an ABV of 4.5% is naturally flavoured and contains no artificial sweeteners. This has been a hit with consumers who are seeking better options to suit their active lifestyles.
Media Type	Digital
Length	15 seconds
Soundtrack	Living the Dream
Post Production	MPC LDN
Head of Production	Margaret Levingstone
Producer	Laura Cahill
Executive Creative Director	Jen Spiers
Creative Team	Emma Sharkey
Creative Team	Ray Swan
Finished Artist	Gerry Cole
Account Director	Bradley Luo
Managing Partner	Miriam Hendrick
Senior Account Manager	Sean Cushen
Strategist	Joe Ronan
Director of Strategy	Casey Smyth
Agency Producer	Vita Mak
Editor	Adam Kelly
Music Company / Composer	Creature Music
Production Company	unit9
Directors	A Common Future
Executive Producer	Andrew Davies
Producer	Harry Starkey-Midah
Director of Photography (DOP)	Daren Crawford
Director of Photography (DOP)	Rick Rifici
VFX & CG Supervisor	Jake Nelson
VFX & CG Supervisor	Carsten Keller
Nuke Artist	Andrew Roberts
Post-production Producer	Sol Tiigah
Executive Producer	Dafydd Upsdell
Telecine	Duncan Russell
Post Production	Screen Scene
Post-production Producer	Anne-Marie Downes
Sound	Will Farrell