• by Teresa Buyikian , December 4, 2024

Nothing is quite like spending time with friends over a 12 pack of White Claw -- that’s the premise of the brand's latest ad campaign featuring social media star Brittany Broski.

The campaign, “Home for a Claw,” was inspired by the brand’s recent survey of almost 2,500 U.S. adults 21+ on what they wished for during the holidays. Fifty-eight percent said they really want to spend more time with friends, but nearly half of those surveyed, 48%, felt too bogged down by packed schedules to do so.

The launch video, seen here, features Broski going way above and beyond to help one urban dweller visit his friends in the suburbs. It opens on Broski on a rooftop helipad with a White Claw-branded helicopter behind her. She proclaims a lot of people say they’re too busy to get a drink with their friends during the holidays, as she motions to a White Claw billboard below with an arrow pointing to the aforementioned helicopter, along with the words “get in.”  “This White Claw billboard may change that,” she says.

The spot then cuts to (wo)man-on-the-street interviews, with Broski attempting to speak with several pedestrians before one actually stops to listen to her. She asks the beanie- festooned man if he’s seeing his friends this holiday, to which he responds with the usual excuses, work is busy, they live far, etc. Thus White Claw to the rescue, as the man joins Broski in the helicopter and is flown to surprise his friends, White Claw in hand.

"White Claw is all about connecting you with friends, so, during the busiest season of the year, we're making it happen by any means necessary," said Kevin Brady, vice president of marketing, White Claw in a release.

The spot also serves as a promotion for the “Home for a Claw” contest, in which five winners will receive an “ultra-fast travel experience via helicopter, jet, boat, … so you can make time to get together and enjoy White Claw with the friends that matter most.” Consumers can enter via www.whiteclaw.com/holiday, where they must share why they want to connect with friends this holiday season. The prize is worth up to $10,000.

The ad is currently running via both Broski’s and White Claw’s social media platforms as well as on YouTube.