The new global brand platform from the drinks disruptor White Claw is aiming to inspire a fresh wave of consumers to embrace social connections and break free from feelings of isolation despite the current era of increasing digital connectivity. The “Grab Life By The Claw™” ad campaign showcases White Claw® Hard Selt as a catalyst for real-world interactions and meaningful relationships. Featuring a dynamic protagonist extending spontaneous invitations to friends for shared moments over White Claw® beverages, the campaign emphasizes the importance of genuine human connections in a world where many yearn for authentic social experiences.
Isabelle Sakai, the Global Chief Marketing Officer of Mark Anthony Brands International, highlights the brand’s commitment to fostering social connections through White Claw, positioning it as a premium choice for forming bonds and creating memorable experiences with others. The campaign seeks to encourage individuals to embrace opportunities for spontaneous fun and companionship, reinforcing the concept of seizing moments that enhance social interaction.
Partnering with creative agency VCCP and director Björn Rühmann, White Claw has launched a visually engaging campaign that captures the essence of togetherness, camaraderie, and shared enjoyment. The campaign reflects the brand’s evolution as a symbol of modern socializing, where meaningful connections are valued over solitary digital pastimes, emphasizing the enriching power of coming together over White Claw® Hard Seltzer Variety Packs.
The U.S. ad campaign is live now across multiple channels. Additional rollouts and activations will follow in the coming weeks.
To learn more, follow @WhiteClaw on Instagram, or visit whiteclaw.com.