Crushed It: White Claw Introduces Tequila Smash Via Social Campaign


White Claw has decided tequila cocktails should not have a harsh tequila taste.

The newest addition to the White Claw Spirits portfolio — Tequila Smash — blends seltzer, Mexican tequila, real fruit juice, agave and agua dulce, flavors often lost in the distillation process.
To introduce it, the hard-seltzer brand is debuted a new social campaign from VCCP, its creative AOR.
 
Lime Prickly Pear is here, Mango Tamarind here, Pineapple Passion Fruit here and Strawberry Guava here. The agency partnered with creator Smac, the hydraulic press girl who makes comical videos reacting with interpretive dances. The ad shows the fruit in each flavor being smashed.
 
The videos are live across White Claw’s Instagram, targeting key drivers of the beverage: Gen Z adults aged 21-24.

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The campaign extends White Claw’s recent “Grab Life by the Claw” global brand campaign, launched back in April.

Jonny Shaw, Global Chief Strategy Officer at VCCP, said: “Tapping into the ASMR trend of hydraulic presses plays into White Claw’s comedic side of social in a new and innovative way — just as the product breaks through the category in a revolutionary style.”

Polling by Civic Science found consumers who enjoy drinking White Claw (31%) are more than twice as likely as the general population (15%) to say they’re buying more alcohol this summer compared to last year. White Claw is well-positioned in the category. The polling found that of various hard-seltzer brands, 47% of U.S. adults said they are most likely to drink White Claw this summer.

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