White Claw


Advertising, PR



White Claw is launching its latest campaign to introduce White Claw® Hard Seltzer REFRSHR™ Lemonade, celebrating reinvention. 

The 30 second spot kicks off a larger campaign for the exciting new product. The campaign showcases three tastemakers across music, sport and fashion innovating in their own way through black and white street style visuals.

Devised and executed by global advertising agency, VCCP NY, the campaign reimagines White Claw’s marketing approach with lead campaign, product naming, packaging design and creative.  

New York (June 6, 2022) - Today, White Claw® Hard Seltzer, the leader in the category, drops its latest creative campaign around their newest product, REFRSHR Lemonade, reinventing lemonade.

The campaign showcases three innovators at work on their craft, each handpicked to demonstrate the way they recreate and reimagine music, fashion and sport, channeling White Claw’s own reinvention of the classics. Shots of these innovators are interspersed with product images of White Claw® Hard Seltzer REFRSHR™, the brand’s entirely new and different approach to lemonade.

  • Jesse Boykins III is an innovative singer, songwriter and creative visionary who blends genres of music and brings an unexpected global twist to his music
  • Ann Marie Hoang is a wardrobe stylist who has changed the idea of fashion in popular music through working with music innovators. 
  • Ashley Imani is a multi-faceted artist and skater who expresses her individuality and outside of the box thinking through modeling, singing, dancing, and song writing. 

The spot is set to Curtis Waters’, “Stunnin’,” with a street style aesthetic in black and white overlayed by yellow graphics, reflecting the packaging design to a tee. 

John Shea, Chief Marketing Officer, White Claw®, USA said: “White Claw began its journey by reinventing the way we drink alcohol through Hard Seltzer. Now we want to take it one step further, and reinvent the way we drink lemonade. Our incredibly talented and innovative ad agency VCCP NY have delivered on this concept perfectly and in a way that stays true to our forward-thinking brand. We are thrilled to launch this campaign, and stay tuned for future activations.”

The creative campaign, strategy, product naming and design was executed by global advertising agency VCCP NY, whose partnership with the brand not only included devising and executing this spot, but also extended as far as developing the packaging design for the product, to ensure the brand's modern feel came through at all touch points. The campaign is live across CTV, OTV and supported on social and digital through to the end of July in the USA. 

Ray Del Savio, Executive Creative Director, VCCP NY: “This work marks another step change for the White Claw brand. I couldn't be happier with the look of the work, the collaborators we worked with and the track that drives it all. Between White Claw and VCCP NY we had a clear and combined vision for everything from can design and packaging to the film itself. Partnerships like that are rare in this industry so we count ourselves lucky.” 

White Claw REFRSHR has debuted in stores nationwide with four distinct lemonade flavors, each crafted to deliver amazing flavor and incredible sessionability:

  • White Claw REFRSHR Lemonade Limón with a hint of Calamansi
  • White Claw REFRSHR Lemonade Blood Orange with a hint Black Raspberry
  • White Claw REFRSHR Lemonade Blackberry with a hint of Red Cherry 
  • White Claw REFRSHR Lemonade Strawberry with a hint of Kiwi

White Claw REFRESHR Iced Tea is also set to launch soon. 

White Claw is crafted with our unique BrewPure® process which results in a clean tasting alcohol base. With 5% ABV and 100 calories and 1g carbs this new collection is available in 12-can variety packs nationwide. To see the latest from White Claw, follow @WhiteClaw on Instagram or visit

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