Aiming to capitalize on a sizzling market for hard seltzers, Henry’s Hard Sparkling Water today is launching its 2019 media and marketing campaign called “Hello, We’re Henry’s.”
The new spots, which highlight men and women with the name Henry, will feature other well-known Henry’s, such as Olympic gold medalist and UFC champion Henry Cejudo and lifestyle blogger Jennifer Henry Novich.
Starting this week, the spots will appear on digital and social channels, as well as in print and out-of-home advertising. The brand also is kicking off a broad sampling campaign and providing public relations support.
“Leaders in the space are heavily targeting women, but we know we have an opportunity with men, especially when taking into account their consumption of non-alcohol sparkling waters,” says Bryan Ferschinger, vice president of the MillerCoors above-premium portfolio of brands. “Because of its name and appearance, Henry’s stands out from the pack as the brand that can make this category more relevant to males while still appealing to females.”
The aim of the new work, which comes as the hard seltzer category is proving this spring that last summer was no aberration, is to raise awareness for the Henry’s name while touting its attributes — refreshing taste, zero sugar and 88 calories.
Hard sparkling waters continue their torrid pace in 2019, with leading brands racking up triple-digit sales volume growth as Americans continue to flock to a category of drinks they perceive as better for them.
Henry’s Hard Sparkling Water, which this year debuted three new flavors and two new variety packs, is up more than 325 percent in sales year-to-date through April 27, according to Nielsen all-outlet and convenience data.
And the brand sees a big opportunity ahead, particularly with a group of drinkers its competitors aren’t targeting: men. For instance, although some 41 percent of non-alcohol sparkling water drinkers are male, just 15 percent of hard sparkling water drinkers are male, according to Ipsos data. Closing that gap is worth an estimated 1.3 million barrels, per a MillerCoors analysis of Nielsen data.
The campaign builds on a redesign of Henry’s Hard Sparkling packaging to a cleaner look.
“With a direct focus on recruiting men, a distinct new campaign and significant media support, Henry’s is laser-focused on bringing a new consumer to the booming hard sparkling water category,” Ferschinger says.