White Claw became the most popular hard seltzer in 2019 by offering a healthier alcoholic beverage. With 100 calories, and low sugar while being keto-friendly and gluten-free.

Expanding a brand’s digital footprint in the multiverse

The Challenge

White Claw is dominating the digital world through its social media impact. But, how can we push that and connect with our target in person?

The Target

"The Safe, Fun Gen-Z"

College & grad students
Income 30-60k/
Love sharing their experiences with their friends & family
Outspoken
Focus on mental & physical health.

Insight & Message

The Insight:

Gen-Z is challenging social norms around alcohol consumption in order to prioritize their mental and physical health.

The Message

There's a rebellious spirit in everyone.

Expanding the Multiverse

White Claw aims to connect with Gen Z through their shared challenging spirit and demonstrate how your environment may change but communities remain.

White Claw will partner with the Museum of Food and Drink to create a pop-up experiential taking people through the evolution of drinking culture.

X

How it works

White Claw will partner with the Museum of Food and Drink
to create a pop-up experiential event that goes through changes in drinking culture before and after White Claw and the Gen-Z shift.

The Museum of Food and Drink is located in Williamsburg, NY.

White Claw will have influencers post about the event on their social media channels with a link asking their followers to sign up for the opening of the event.

At the experiential, there will be White Claw drinks served and attendees will get to learn about how alcoholic drinks and their stereotypes have shifted.

People that join will be able to meet and create connections with like-minded individuals that share the same love challenging drinking stereotypes.

#WhiteClawxMOFAD

Expanding the connections into the multiverse

Kim Wootak

Creates content on alcoholic beverages and encourages his followers to drink responsibly. He will post about how drinking culture is changing and brands like White Claw are changing with it.

Halley Kate

Halley creates different kinds of content from 'get ready with me' to trying new places to visit with friends. Halley will do a 'get ready with me' for the event and will talk about her experiences with drinking and how it has changed.

Picture Perfect Luis

Creates content on new and different places to try in NYC he has mentioned museums, restaurants, and even stuff like 'things to do in NYC under $20' Luis will talk about a new event that is happening at MOFAD in partnership with White Claw.

Camille Parker

She is a musician and has partnered with White Claw before. She enjoys having fun in a way where she feels safe. She will talk about how White Claw is a drink to have not only to have fun but also when you are in a new environment and want to feel safe.

Creating conversations and coverage in the multiverse

Media Pitch Story:

White Claw partners with the Museum of Food and Drink to educate people on the changes drinking culture is shifting through and to encourage Gen-Zers to attend and connect with a community that shares the same values and beliefs.

VICE

Vox

Self Magazine

Measuring growth through the multiverse

KPI Metrics

+10K followers across platforms
+15M Impressions
+10K hashtag uses #WhiteClawxMOFAD
Increase website traffic by 50%
10-15 Media outlets

Team Creds:

Sekayi Williams

Mayce Vassago

Gabby Babson

FIJOLLA DURAKU

Expanding a brand’s digital footprint in the multiverse

Expanding the Multiverse

White Claw aims to connect with Gen Z through their shared challenging spirit and demonstrate how your environment may change but communities remain.

White Claw will partner with the Museum of Food and Drink to create a pop-up experiential taking people through the evolution of drinking culture.

X

How it works

#WhiteClawxMOFAD

Expanding the connections into the multiverse

Creating conversations and coverage in the multiverse

Media Pitch Story:

White Claw partners with the Museum of Food and Drink to educate people on the changes drinking culture is shifting through and to encourage Gen-Zers to attend and connect with a community that shares the same values and beliefs.

Measuring growth through the multiverse

Team Creds:

UN(THINK)TM

WHITE CLAW

SPOTIFY

FIJOLLA DURAKU

Expanding a brand’s digital footprint in the multiverse

Expanding the Multiverse

White Claw aims to connect with Gen Z through their shared challenging spirit and demonstrate how your environment may change but communities remain. White Claw will partner with the Museum of Food and Drink to create a pop-up experiential taking people through the evolution of drinking culture.

X

How it works

#WhiteClawxMOFAD

Expanding the connections into the multiverse

Creating conversations and coverage in the multiverse

Media Pitch Story: White Claw partners with the Museum of Food and Drink to educate people on the changes drinking culture is shifting through and to encourage Gen-Zers to attend and connect with a community that shares the same values and beliefs.

Measuring growth through the multiverse

Team Creds:

White Claw aims to connect with Gen Z through their shared challenging spirit and demonstrate how your environment may change but communities remain.

White Claw will partner with the Museum of Food and Drink to create a pop-up experiential taking people through the evolution of drinking culture.

Media Pitch Story:

White Claw partners with the Museum of Food and Drink to educate people on the changes drinking culture is shifting through and to encourage Gen-Zers to attend and connect with a community that shares the same values and beliefs.