Today, 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.
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.
“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.
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.
We have already seen some impressive results. Within the first 6 weeks of launching the new campaign the market share grew to 46%