As revealed by this technology, SpikedSelzer’s original 2016 pack design was considerably less effective for men in their 20s and 30s compared to White Claw as it entered the market.
Visual Effectiveness Scores for both brands’ packaging designs from 2016 quickly reveal a key advantage for White Claw. The brand's product is visually appealing to both female and male demographics, whereas the original SpikedSeltzer packaging design resonates only with women and is just marginally more effective than White Claw (4% above benchmark).
Compared to benchmark scores of hard seltzer packaging designs in the U.S., SpikedSeltzer’s original design sits one percentage point below the benchmark for men 25-34, while White Claw’s original design outperforms the existing shelf set of hard seltzers by 22%.
SpikedSelzer’s original 2016 pack design is considerably less effective for men in their 20s and 30s compared to White Claw. The White Claw advantage: launching with a top-performing packaging design that effectively appealed to both women and men.
Since its inception five years ago White Claw has seized the opportunity to dominate the hard seltzer market. According to reports, the U.S. hard seltzer market reached $1.8 billion in 2020 and is expected to grow 35% this year, with White Claw remaining to own the lion's share of the market.
Jehan Hamedi is CEO and founder of VIZIT.