White Claw: Let's White Claw

Creative and advertising agency Rothco, part of Accenture Interactive, has reunited with no. 1 hard seltzer brand in the US - White Claw to launch the brand’s first ever global campaign, 'Let’s White Claw'. A platform that takes its lead from the very people that catapulted it to number one in the first place – the fans. The White Claw fans are arguably the most engaged of any beverage in the world, having created an entire sub-culture around the brand. Through their social feeds, selfies, hashtags and memes, fans have generated over four billion impressions and 46 times more social media mentions than competing brands. What they’ve shown is that pure, uncomplicated fun can happen in so many different ways, places, times, moments, occasions – but White Claw is the shortcut to all of it. Building on White Claw’s fandom and user generated content, Rothco is launching 'Let’s White Claw' by collaborating with a diverse group of creators from around the world to capture unscripted, in-the-moment scenarios. For the first phase, Rothco enlisted LA-based directors, Wolfgang and Brit Phelan – with more creators already working on new scenarios to keep content fresh and relevant to local markets. The result is a huge suite of content featuring hundreds of different moments, improvised by the creators themselves – starring real people, in real locations. All elements of the campaign, down to bespoke music created by up-and-coming artists, were created specifically to match the feeling in each piece of content.