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.
advertisement
advertisement
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.