White Claw appoints new communications agency

Leading US hard seltzer brand White Claw has appointed a new agency to develop its global communications campaigns.

The drinks company chose integrated communications agency VCCP to replace its former comms partner, creative agency Rothco (part of Accenture Interactive). Founded in 2002, VCCP is headquartered in London and has offices in Madrid, New York, Prague, San Francisco, Shanghai, Singapore and Sydney. It has worked with international brands including O2, easyJet, Canon and Domino's.

White Claw says it chose VCCP due to its "clear strategic approach and inspired creative work". VCCP will now take on the global creative campaign brief for White Claw across all of its key markets. White Claw will continue to work with Accenture Interative on its ongoing digital transformation.

Gisela Rule, global brand director at White Claw, said: "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 and international CEO of VCCP Partnership, said: "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."

Adrian Coleman, group CEO and founder of VCC Partnership, said: "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 have experienced is staggering and we're incredibly excited to be partnering with them on their next chapter in delivering their ambitious global plans."

18 August 2021 - Bethany Whymark