America’s number one selling hard seltzer* premieres a new campaign that celebrates the brand’s mission to bring a new wave of pure optimism to the world. White Claw Hard Seltzer transformed the beverage industry with its unique BrewPure process and unmatched natural taste that brought incredible refreshment without compromise. The brand’s new positioning is the first step in championing those who share the same pure optimistic outlook – celebrating those who seek opportunity rather than the challenges in the world.
There’s no better metaphor to bring this purpose to life than the wave itself. Full of energy and kinetic potential, its power is immeasurable. That’s why the iconic White Claw Wave logo has come to represent a symbol for a new way of optimistic thinking. White Claw champions pure optimism, inspired by those who take action to make a difference, even in the face of challenge.
“The new campaign is a powerful embodiment of the iconic White Claw identity, further cementing its place not just as a market leader but as a true pioneer; and as we surf towards a world filled with potential, we're excited to 'Bring the Wave' to White Claw fans”, said John Shea, Chief Marketing Officer, White Claw Hard Seltzer, USA.
Ray Del Savio, Executive Creative Director at VCCP New York "In a world too often bogged down with doomscrolling and negativity, White Claw embraces those who rise above and see potential around them. The new campaign represents a powerful statement piece for the brand to further cement its place not just as a market leader but as a true pioneer, and we are excited to 'Bring the Wave' to White Claw fans both in the US and abroad."
In its breakthrough new film, while beachgoers run at the sight of ominous storm clouds, real life ‘Big Wave’ Brazilian surfer Caio Vaz charges toward massive waves amidst the storm, while sun strikes through the clouds - a metaphor for the many challenges people face on a day-to-day basis, and how they rise above, finding opportunity where others don’t. A global campaign, the ambition of “Bring the Wave” is to position the brand as a market leader with a pioneering attitude.
Appearing on-screens across TV and social, the spot created by VCCP also includes original music from American-born, jazz musician Melody Gardot and is directed by award-winning London-based director Sam Brown. To see the latest from White Claw, including Bring the Wave, follow @WhiteClaw on Instagram, Facebook and Twitter or visit www.whiteclaw.com.
ABOUT WHITE CLAW® HARD SELTZER:
White Claw® Hard Seltzer is the originator of the Seltzer category, and America’s leading hard seltzer known for unmatched pure, crisp taste and refreshment. Crafted using a proprietary BrewPure® process which along with proprietary natural flavors delivers best in class taste, is gluten free with 100 calories and 5% alcohol, per 12 fl oz. White Claw® is available in a variety of natural fruit flavors. Visit www.whiteclaw.com for full nutritional information.
In 2021, White Claw® contributed over $2 billion to the hard seltzer category*, which was more than the next two largest seltzer brands combined. White Claw® is now available in 11 international markets and has a category leading position across the board
* IRI MULC +LIQUOR Calendar Year 2021
Please Drink Responsibly. Hard Seltzer with Flavors. All Registered Trademarks used under license by White Claw Seltzer Works, Chicago, IL 60661. Nutritional information available at whiteclaw.com
The new campaign is a powerful embodiment of the iconic White Claw identity, further cementing its place not just as a market leader but as a true pioneer. John Shea, Chief Marketing Officer, White Claw Hard Seltzer, USA