Mark Anthony Brands is launching the first global campaign for its White Claw Hard Seltzer brand.
‘Let’s White Claw’ sees the brand owner partner with content creators around the world to produce what it describes as “unscripted, in-the-moment” short films. News of the activation comes as Mark Anthony readies expansion into ten more, currently unspecified, global markets this year.
The activation will look to capitalise on the brand’s strong Millennial following, one that the company claims has earned it 46 times more social media mentions than rival hard seltzer brands.
“Let’s White Claw was inspired by the love our fans have for the brand,” said White Claw US chief marketing officer John Shea. “Let’s White Claw is about freedom and connecting … When the question is ‘should we?’ our answer is always ‘Let’s’.”
The campaign, which will run throughout 2021, will also feature music sourced from up-and-coming musicians and paired with the video submissions.
Last month, The Boston Beer Co unveiled a new extension to its Truly hard seltzer line. the second largest hard seltzer brand in the US behind White Claw.
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