Announcement made following a competitive pitch process, including incumbents.
White Claw, the market leading Hard Seltzer, has appointed international integrated communications agency VCCP to develop its global creative campaigns following a competitive pitch process. VCCP will replace previous agency Rothco (part of Accenture Interactive), the lead agency of record since 2016.
Following a global pitch process managed by leading agency resource specialists, The Observatory, VCCP was successfully selected due to its clear strategic approach and inspired creative work. VCCP will now assume the global creative campaign brief for White Claw across all of its key markets. White Claw will continue to work closely with Accenture Interactive who will be a key partner in its ongoing digital transformation.
Founded in 2002, VCCP has offices in London, Madrid, New York, Prague, San Francisco, Shanghai, Singapore and Sydney, and has produced award-winning work for clients including O2, comparethemarket.com, easyJet, Canon, Domino’s and Cadbury.
“We want to thank Rothco, who have been a critical contributor to White Claw’s success both in the US and across our ambitious global roll out,” said Gisela Rule, Global Brand Director, White Claw. “Rothco’s creativity and counsel has been key in helping to develop and grow White Claw to a market leadership position. We’re excited for the evolution of the brand alongside new partners VCCP whose strong, exciting thinking, insights and creative work reflected the future direction of the White Claw brand.”
Julian Douglas, Vice Chairman & International CEO of VCCP Partnership: “White Claw is a dream win for the agency; they are the ultimate modern alcohol brand -category breaking, category leading and a true original. Like-minded, we share the same challenger brand philosophy at VCCP and we’re thrilled to be joining forces to shake up the status quo even further. We can’t wait to get stuck into matching their growth ambitions with our scale and innovative creativity.”
Adrian Coleman, Group CEO and Founder of VCCP Partnership: “Since White Claw hit shelves in 2016, they have taken the world by storm. Launching the Hard Seltzer category globally and transforming the alcohol landscape as a whole. The growth they’ve experienced is staggering and we’re incredibly excited to be partnering with them on their next chapter in delivering their ambitious global plans. The VCCP footprint is a perfect match for White Claw’s global growth ambitions.”
White Claw has become a cultural phenomenon, leading the Hard Seltzer category in all markets that it operates in. The iconic, global brand has proved to be the USA’s most successful new alcohol product in a generation, disrupting the alcohol industry with what is being coined as “the Hard Seltzer revolution”.