White Claw, a player in the UK Hard Seltzer industry, has chosen PrettyGreen as its preferred agency for consumer PR services.
THe Ireland-based company, Mark Anthony Brands International, developed the new alcohol brand White Claw Hard Seltzer for launch in 2016 in the US.
White Claw Hard Seltzer is made from a blend of seltzer water, triple distilled spirit, and a hint of natural fruit flavour with 95 calories per 330ml serving and 4.5% ABV.
White Claw Hard Seltzer has become something of a cultural phenomenon in the States and PrettyGreen has been brought on to help Mark Anthony Brands UK drive long term brand building following its UK launch in 2020.
The strategy will see PrettyGreen work to make White Claw synonymous with the hard seltzer category in the UK and showcase the brand as leader and a pioneer, while bringing the brand purpose to life through moments of pure, uncomplicated fun. White Claw will sit within PrettyGreen’s lifestyle team alongside brands like Nando’s, Audible and Hasbro. Mark Anthony Brands International will benefit from the agency’s range of specialisms including planning, PR, studio and experiential with its sister events agency, The Producers.
Michael Dean, head of marketing at White Claw said: “We have very big objectives for the UK, and we believe PrettyGreen are the perfect partner to help us shape our creative approach and deliver on these ambitions. Together we aim to establish who we are and what we stand for by activating an engaging launch campaign this summer and beyond. Excited to work with the PrettyGreen team to help us make waves in 2021!”
Emma Grace, chief strategy and creative officer at PrettyGreen, added:“We are so excited about helping the White Claw team build the cult status it has in the US and supporting the brand in its leadership of the UK’s Hard Seltzer category.
"White Claw’s brand’s philosophy & values fit perfectly with PrettyGreen’s PR Less Ordinary approach and we can’t wait to get started."