Understanding global creative to tailor to local market context and life stage

Challenge

The hard seltzer category varies in levels of penetration and familiarity around the globe – with White Claw’s creatives primarily developed in the established US market they needed to understand their likely effectiveness in other markets.

Approach

White Claw, in partnership with Lion Australia, leveraged agile pre-testing via Kantar Marketplace to understand whether the latest global creatives would effectively build the brand in their less established market and suit the nuanced local cultural context. 

Insight

Combining consultancy with LINK’s in-context behavioural evaluation, validated measures and relevant diagnostics enabled White Claw Australia to quickly optimise the global creatives.

Impact

The recommendations were tailored to the post-production phase, including optimising video structure, messages/supers and media plans, plus learnings for future campaigns to extract maximum returns. These insights provoked other international White Claw markets to undertake similar work to increase the value that could be drawn from global creatives at a local level, on a global scale.