White Claw hard seltzer announces £4m festival campaign

Leading global hard seltzer brand White Claw is all set to make waves within the UK festival scene with an epic 40 date+ summer line-up.

Investing over £4 million in a multichannel summer strategy, White Claw looks to capitalise on 2021’s launch and explode onto the festival scene in an even bigger way, rapidly growing its reputation as the summer’s hottest drinking experience.

Manufactured by Ireland-based Mark Anthony Brands International, White Claw will be present this summer at London’s All Points East, Mighty Hoopla and Wide Awake, as well as festivals up and down the country including Parklife in Manchester, Loves Saves the Day in Bristol and Boardmasters in Cornwall.

“The Better-for- you drinking experience was trailblazed by White Claw targeting core Gen Z and Millennials audiences. White Claw doesn’t force consumers to choose between having a good time and maintaining a healthy lifestyle, therefore festivals made complete sense, we need to be part of that experience,” Michael Dean, head of marketing at White Claw commented.

“By supporting a long line-up local and national festivals, our fans won’t need to compromise as White Claw will be on hand to offer drinkers lighter alternatives that deliver genuine refreshment.”

With a two floor Wave of Summer bar, White Claw will provide a destination where festival goers can socialise and get refreshed with a cold can in hand.

Designed to facilitate genuine connection at every opportunity, the 2022 updates include a LED festoon interactive lighting, 8000 recycled cans forming a complete sensory wave experience, a new and improved 360° service bar with a purpose-built relaxation spaces. They’ll also be giving away VIP festival experiences and loads of merch.

White Claw’s festival line up comes off the back of the recent debut of the brand’s new global campaign “Bring the Wave” that celebrates White Claw’s mission to bring a new wave of pure optimism to the world. In its breakthrough new film, while beachgoers run at the sight of dark clouds, ‘Big Wave’ surfer Caio Vaz charges toward waves amidst the storm - a metaphor for those who take challenges head on, rising above and seeking solutions.

Appearing on-screens across TV and social, the campaign created by VCCP includes original music from American-born, jazz musician Melody Gardot and is directed by award-winning London-based director Sam Brown.