Hello Wolf

Seltzer Explosion

With years of experience in the beverage market, our client was keenly observing the explosive growth of the low-cal seltzer and soda category. Across Canada (and well beyond), new entrants were popping up, with many seeming to be taking similar positioning and visual cues from one another. The result was a somewhat homogenous category, with few, if any, incumbents catering to the male seltzer experience.

A Better Experience

Through consumer research and working closely with the experienced Hello Wolf team, it became clear that indeed, many male craft beer and spirits drinkers were absolutely interested in seltzers, and had not yet found a go-to. There was a clear opportunity to speak to a better male experience, and deliver just that, while being mindful to not cater to toxic masculine tropes, and ensure that everyone would be welcome.