White Claw: Mango UK launch

Task

Platform13 was tasked to launch White Claw, Mango in the UK. This is the brand that trailblazed the new Hard Seltzer category, the phenomenon that took the US by storm with 2019 claimed to be the Summer of White Claw by US lifestyle press.

Approach

Through research and insights, we identified a relevant audience and specific cultural territory for the brand in the UK and was asked to launch the most highly anticipated flavour, Mango in February / March 2020.

Our multichannel idea: to give us all a positive and refreshing lift during some of the hardest months of lockdown by bringing the feeling of summer early to people in their homes.

Output

Our full remit spanned strategy, ideation, talent curation, social, content, partnerships, seeding, digital and brand experience activations.

As part of this, Platform13 created a 2 week mini virtual festival with a stellar line up of 9 cultural voices across music, sports, fitness and lifestyle - to create AT HOME activity in a pandemic year.

These cultural voices were selected because they bring positive vibes wherever they go. Their activations were further supported by 9 pop-up media partnerships, curated specifically for them, to support their activities.

The campaign also included merch design, limited edition seeding boxes and 4000 cans of White Claw being delivered to consumers for a much-needed, early Taste of Summer nationwide...in a lockdown.