How Three Fold and Havas London Launched Hard Seltzer Into the UK
Flow Your Own Way is the United Kingdom launch campaign for Three Fold, Molson Coors' hard seltzer brand, created by Havas London and released on 8 June 2021 as an above-the-line push spanning video on demand, out-of-home, social activations, and influencer partnerships across the summer of 2021.
Three Fold entered the UK market as a genuinely new proposition. The product combined sparkling water, natural fruit flavour, and four percent alcohol, positioning itself as a lighter, more expressive alternative to mainstream beer and wine in the United Kingdom. Its retail distribution at launch covered Morrisons, Ocado, and Amazon, giving the brand immediate reach across both physical and digital grocery channels. The campaign carried a reported media investment of five million pounds, as documented by Creative Salon, signalling Molson Coors' serious commitment to establishing hard seltzer as a credible drink category in the UK.
The campaign's central idea — that consumers should flow according to their own instincts rather than cultural convention — was designed to carve out a distinct identity in a crowded alcoholic drinks landscape. Rather than leaning on heritage or brewing credentials, Three Fold positioned itself through pure lifestyle alignment: an invitation to self-determination expressed through movement, music, and visual energy. The campaign platform, titled Flow Your Own Way, functioned as both a brand promise and a cultural statement aimed at UK adults who regard their drink choices as an extension of personal identity. Clapboard Score: 59/100.
Hard seltzer arrived in the United Kingdom carrying significant commercial momentum from the United States, where the category had already reshaped convenience-store coolers and festival bars. Three Fold's launch in June 2021 was timed to intercept a post-lockdown British summer in which consumers were returning to socialising with heightened appetite for novelty and lighter drinking options.
The global canned alcoholic beverages market was estimated at just over ten billion dollars in 2021, according to businesswire.com, reflecting the structural shift in how younger adults across multiple markets — including the United Kingdom — were choosing to drink. Within the broader alcoholic drinks category, global beverage-alcohol value reached approximately one point one seven trillion dollars in 2021, rising twelve percent year on year, according to thespiritsbusiness.com, demonstrating that the sector had recovered sharply from pandemic-era suppression and that premiumisation was driving value even as volume growth remained more modest.
In the United Kingdom specifically, Three Fold faced a competitive set that included White Claw, which had established meaningful brand recognition in the US and was beginning to build awareness among British consumers, and Bodega Bay, a domestically produced hard seltzer with early-mover advantage in the UK's independent retail and hospitality channels. Against these rivals, Havas London's strategic choice was deliberate: rather than compete on category education or product credentials, Flow Your Own Way pursued cultural relevance as its primary differentiator. The insight, as reflected in the campaign's creative direction, was that UK consumers seeking alternatives to beer and wine were not simply looking for fewer calories — they were looking for a brand that mirrored their sense of self. That strategic framing elevated Three Fold from a product launch into a lifestyle declaration, a positioning more commonly associated with fashion and music than with alcoholic drinks.
Flow Your Own Way was directed by the duo known as Ady and Matt, working through production company Hungry Man, with additional production credited to Bandits Paris, as documented by creative.salon and clapboard.com. The film's director of photography was David Procter. Executive producer Matt Buels and producer Jack Beardsley oversaw the physical production, while the broader creative team at Havas London was led by UK Group Chief Creative Officer Mark Whelan and Creative Director Mark Black, with creative John Ogunmuyiwa contributing to the campaign's conceptual development. Chief Strategy Officer Mark Sinnock and planner Ravi Matharu shaped the strategic foundation, and Managing Partner Hollie Loxley held oversight of the client relationship.
The campaign's most distinctive creative decision was the involvement of Sherrie Silver as choreographer and on-screen talent. Silver, known internationally for her choreography on Childish Gambino's This Is America, brought a movement vocabulary rooted in African dance traditions and contemporary self-expression — a choice that gave the film's energy an authenticity that generic lifestyle advertising rarely achieves. Stunt performer Katie McDonnell and movement designer Yaman Okur further deepened the physical language of the spot, ensuring that the film's sense of fluidity and freedom read as embodied rather than merely conceptual, according to clapboard.com. The campaign also featured the track No Unga Bunga, a musical selection that reinforced the campaign's commitment to subculturally informed creative choices rather than mainstream pop accessibility.
Across its video on demand and out-of-home executions, the campaign sustained visual consistency around motion and colour, translating the film's kinetic energy into static formats without losing the underlying sense of personal momentum that the Three Fold brand was built to represent. The craft decisions — from casting to choreography to music — collectively expressed the Flow Your Own Way platform as a genuinely felt creative position rather than a slogan applied to borrowed imagery.
The campaign film for Flow Your Own Way accumulated four thousand three hundred and fifty-four views and thirty-four likes on its documented public platform, as recorded by clapboard.com. Eleven comments were logged on the same platform. While these figures represent a limited slice of the campaign's total audience — the primary media investment was directed toward video on demand, out-of-home, and influencer activations rather than public video hosting — they offer a partial signal of organic engagement with the creative work.
No independently verified campaign-level performance data, such as brand awareness uplift, purchase intent shift, or category share gains for Three Fold in the United Kingdom, is publicly available for the Flow Your Own Way campaign at this time. What the structural evidence does support is that the campaign's five million pound media investment, as reported by creative.salon, gave Three Fold sufficient reach to make a credible entry into the UK hard seltzer category during the summer of 2021. The choice of Morrisons, Ocado, and Amazon as launch retail partners ensured that advertising exposure could convert into accessible purchase opportunities across a broad segment of UK grocery shoppers.
The campaign's creative ambition — expressed through the calibre of its choreographer, the specificity of its music, and the production quality of its film — was structurally appropriate to the challenge of launching an entirely new brand in a nascent category. Flow Your Own Way gave Three Fold a platform distinctive enough to stand apart from category-level messaging about health or refreshment, which represents a meaningful structural advantage in a market where hard seltzer brands had yet to establish strong individual identities in the United Kingdom.
Flow Your Own Way is the UK launch campaign for Three Fold, Molson Coors' hard seltzer brand, created by Havas London and released on 8 June 2021. The campaign ran across video on demand, out-of-home, social activations, and influencer partnerships throughout summer 2021, supported by a five million pound media investment as reported by creative.salon.
Havas London created the campaign. The film was directed by Ady and Matt through Hungry Man, with choreography by Sherrie Silver. Mark Whelan served as UK Group Chief Creative Officer and Mark Black as Creative Director, as documented by creative.salon and clapboard.com, with movement design by Yaman Okur and stunt work by Katie McDonnell.
Sherrie Silver is a choreographer internationally recognised for her work on Childish Gambino's This Is America. Havas London enlisted her for Flow Your Own Way because her movement vocabulary, rooted in African dance and contemporary self-expression, gave the film an embodied authenticity consistent with Three Fold's platform of radical individuality and personal freedom, according to clapboard.com.
Three Fold was available at Morrisons, Ocado, and Amazon at the time of its UK launch in June 2021. This retail distribution covered both physical grocery and digital channels, ensuring that the campaign's above-the-line advertising could convert into accessible purchase opportunities across a broad range of UK consumers, as documented by creative.salon.
Three Fold's Flow Your Own Way campaign holds a Clapboard Score of 59 out of 100. The score reflects a campaign with clear creative ambition — particularly in its choreography and music choices — but limited documented evidence of measurable market impact following its June 2021 launch in the United Kingdom.
Rather than competing on category education or calorie counts, Havas London positioned Three Fold through cultural identity. While White Claw had built early recognition in the United States and Bodega Bay held domestic UK presence, Flow Your Own Way pursued lifestyle differentiation — framing Three Fold as a self-expressive choice rather than a functional alternative to beer or wine.
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