• by Fern Siegel , April 16, 2024

Alcoholic hard seltzer White Claw is debuting a new campaign – “Grab Life By The Claw" – on its global platform.

The 30-second spot by creative agency of record VCCP highlights how friends build connections just by hanging out and sharing experiences.

“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,” said Darren Bailes, Global CCO at VCCP. “This campaign exemplifies the value of social connection.”

The U.S. ad campaign is live now across multiple channels. Additional rollouts and activations are coming.

Smuggler's Björn Rühmann directed the campaign spot. Haworth is the brand's media agency.

Isabelle Sakai, global chief marketing officer, Mark Anthony Brands International, said: “White Claw is an elevated choice for connecting over drinks. Those moments are more important than ever at a time when more people crave human interaction.”

White Claw was the leading hard seltzer brand in the United States in 2021 with 12 assorted flavors. The brand generated almost $2 billion in sales that year, according to Statista. Perennial favorite White Claw Black Cherry accounts for 11% of total on-premise consumption.

VCCP's client roster includes Google, T-Mobile, Abbott, easyJet, Domino’s, Canon and Cadbury.