LONDON — Global hard seltzer brand White Claw has appointed Frank as its UK PR agency after a competitive pitch.

The agency has been tasked with handling consumer and trade communications for the canned drinks brand, which is made from sparkling water, distilled spirits and fruit flavouring and launched in the UK in 2020. The incumbent agency was Pretty Green.

Frank joins White Claw’s roster of marketing agencies and is tasked with ‘building brand love in the UK to make White Claw synonymous with the hard seltzer category’. Coming on board to amplify the brand’s summer activity, Frank’s remit includes press office, developing and activating creative campaigns and supporting White Claw’s summer festival and events sponsorship programme.

The account will be led by Frank managing partner Mel Robinson, who said: “The ready-to-drink [RTD] category has grown rapidly over the last five years, and we’ve been keenly following White Claw’s success in the States and their entry into the UK market. When they came to us with the brief to disrupt category norms and rival beer and cider as the can of choice for consumers we knew we were the agency to help take the brand to that next level.”

White Claw’s UK head of marketing Michael Dean said: “White Claw is a challenger brand with bold optimism and restless energy. We recognised instantly that Frank shared this attitude and outlook coupled with the fact they’re experts in driving talkability and so our partnership was born. Exciting times ahead.”

The brand joins other recent food and drink client wins for Frank including Innocent and Wiltshire Farm Foods.