• by Teresa Buyikian , Yesterday

Hard seltzer White Claw’s latest campaign doesn’t target those who show up for the party. Instead, it’s enlisted a “No-Bail Bondsman” to keep  flaky friends from bailing last minute despite their early RSVP.

Despite the summer just beginning and along with it invitations to BBQs, beach days and outdoor brunches, 53% of Americans believe it's more acceptable to cancel plans at the last minute than they did five years ago, per a recent YouGov poll, according to White Claw.

In response, White Claw tapped podcaster Caleb Pressley (“Sundae Conversation”)  as this summer's “official No-Bail Bondsman,” who has the motto: “Less bailing, more bonding.”

In various social media and TV executions, Pressley asserts his authority while walking around what appears to be a pool party about to happen. He calls “friends” who plan on bailing on the party and shoots down their “lame” excuses with lines like “If you’re being haunted by ghosts, quit bailing and get out of the house.” In a later video, he travels to various beaches and BBQs in Florida stopping potential bailers.

Pressley is accompanied in the spots, which are seen here, by his “best pal” and “Sundae Conversation” podcast partner Glenny Balls. The new campaign is an extension of “Grab Life By The Claw,” which the brand refers to as its rally cry “to encourage fans to embrace spontaneity and experience more together.”

White Claw is also collaborating with travel company Pack Up + Go, which puts together surprise vacations based on a customer’s interests, on a vacation give away worth an estimated $6,600.  Four winners will receive an all-expense paid trip to… somewhere. The winners will not find out where they’re going until the day before departure.