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White Claw aims to ‘refresh social connection’ with new campaign

11 April 2024 By Louis Thomas

Hard seltzer brand White Claw has unveiled its new ‘Grab Life By The Claw’ US ad campaign, encouraging consumers to experience “something spontaneous and inspiring together”.

“White Claw is inherently social, an elevated choice for connecting over drinks. It’s also the brand that consumers gravitate toward during the spontaneous, lighthearted moments that form bonds between new and old friends,” according to Isabelle Sakai, global chief marketing officer of Mark Anthony Brands International, the owners of White Claw.

“The White Claw brand exists to refresh social connection,” Sakai continued, “and with this new platform and US campaign we intend to inspire our fans to say ‘yes’ to getting out there and experiencing something spontaneous and inspiring together. ‘Grab Life By The Claw’ is a rallying cry that says whenever you have the opportunity to engage in a meaningful social connection, you seize it.”

The campaign will involve the broadcast of a 30 second advert depicting how a case of White Claw can bring a disparate group of friends from different walks of life together. It concludes with them sat together, outside, each enjoying a can of the hard seltzer. It is being run across multiple channels.

The spot was directed by Björn Rühmann, who has previously worked on commercials for the likes of Volkswagen and BNP Paribas. The concept was developed by creative agency VCCP.

Darren Bailes, global chief creative officer at VCCP, commented: “When White Claw launched in 2019, it disrupted the liquor category and became a symbol of the new ways people were getting together. You didn’t need a bar or a location, just good people, friends or strangers. This active socialising is much more important than the late night doom scrolling that too easily soaks up our time.”

“Thankfully,” he continued, “we all have a friend who snaps us out of our rut and gets us together with the promise of good times—that’s when the White Claw Variety Pack shows up.”

The hard seltzer category is forecast to reach US$4.36 billion globally by 2028, though much of that growth is predicted to come from the Asia-Pacific region, rather than North America.

White Claw recently launched a new canned cocktail combining three of the biggest trends in drinks right now: hard seltzer, Tequila, and RTDs.

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