Creating a cultural wave
With the tide on the rise for low-ABV options and USA beer sales falling to 10-year lows, Mark Anthony saw a gap in the market for a category-disrupting shake-up. We worked together to kickstart the hard seltzer wave with White Claw: a brand, name, identity, and lifestyle that anyone could ride.
project
White Claw New-to-World Brand Creation
client
Mark Anthony Brands International
Services
Consumer Insight & Trends
Innovation
Brand Strategy
Brand Identity System
Tone of Voice
Naming
Packaging Design
Cast from
the waves
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Our brand was born from the legend of the White Claw: a gnarly triple set that delivers wipe-out refreshment. The phenomenon inspired everything from the name and now-iconic branding to the tone and narrative of our art direction: the beach, the ocean, and a lifestyle without limits.
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Turning
the tides
In a category dominated by gendered-hues—bold blues for beer and zingy brights for ‘light’—we dared to defy, capturing the zeitgeist of mixed-gender millennials drinking at the meeting of health, wellness, and aspiration.
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The close out
White Claw created desire that even the category hadn’t recognised. What began as a commercial success fast became a cultural phenomenon, making the Mark Anthony Group the fourth-largest beer company in America with $2B+ in sales and 45% market share in YR1.
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What sets White Claw apart is that it's the one that is gender neutral in focus. We were very conscious that the brand wasn't going to be just about men or pushed towards women. And so with that in mind that is how we developed the brand. It's one that has a great deal of personality and is attractive to both men and women.
Davin Nugent, Chief Executive Mark Anthony Brands International
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