• by Danielle Oster , October 5, 2023

White Claw’s new brand marketing collaboration lets drinkers match their nails to their favorite flavor.

The leading hard seltzer brand partnered with Nails INC and agency VCCP on a campaign centered around a nail polish set inspired by White Claw’s variety of flavors. There’s also a “CLAW Saver” tool so that White Claw fans can crack open a can without causing any damage to their manicure. The brand is making the set available to fans on Amazon and Nails.INC’s website.

“At a time when nail art is picking up steam with beauty fans, we started to notice how much White Claw fans love to match their nails to their favorite White Claws,” White Claw Senior Director, Consumer Connection Hub Lena Lewis told Marketing Daily. “We also know that maintaining the perfect set of claws can be challenging when opening a can of White Claw, which is why White Claw created the CLAW Saver – a handy tool that helps you crack open a can without messing up your nails.”

She explained that Nails.INC’s position as “a leading innovator in the nail beauty category” which is “known for setting trends in color, service and product” made the brand "the ideal partner" for the collaboration.

“Nails.INC helped bring White Claw’s vision to life, creating the perfect shades, that were inspired by and mirror some fan favorite While Claw flavors -- while infused with protective, hardening biotin and retinol for the ultimate hardening formula,” she added.

While White Claw has played in the entertainment space before -- bringing its Shore Club pop-up to events including Sundance, the Kentucky Derby, and South by Southwest -- the campaign marks its first entry into the beauty category. It’s unlikely to the be the last, as Lewis told Marketing Daily the partnership helped set up White Claw for future collaborations in the category.