White Claw Holiday Super Claw
White Claw made a holiday cocktail which featured their Hard Seltzer and Vodka. They named it "The Holiday Super Claw" and tasked us with teaching people how to make it.
Since the internet is overrun with traditional how-to videos, we partnered with comedy influencers to create spoofs of holiday rom-com trailers and weave the cocktail how-to in with all the sappy tropes of the genre.
Tease
We teased on our socials, creating engagement with our followers and hinting to the idea of a White Claw Holiday Rom-Com.
Influencers
We then activated our influencers. We partnered with 12 influencers to create humorous, holiday rom-com inspired content showcasing how easy it was to create The Holiday Super Claw. Our total impressions garnered across all influencer content was 30M! Below are two of my personal favs ❤️!
After our influencers posted, we engaged with our followers and asked them what they thought, accompanied with our Super Claw Holiday recipe so that they could make it all on their own!
the ice molds
In the spirit of the holidays, we gave people a fun way to make the perfect Super Claw: Ice Molds in the shape of a shot glass.
We packaged our Super Claw Ice Molds in a bespoke White Claw designed box accompanied by a cheeky leaflet on how to make ice 😂
Our Ice Mold give away had the highest number of entries for social sweepstakes and the highest engagement rate for Instagram Reels that White Claw had ever seen, increasing White Claw’s following by 1,000+ in just the first 24 hours!
White Claw x Cocktail Courier Partnership
White Claw and Cocktail Courier teamed up to create The White Claw Super Claw Holiday Kit. Delivered directly to consumers, the kit came with all the essentials to make an easy, delicious, and customizable festive cocktail for the holiday season. The perfect gift for the cocktail lover or holiday host in your life!
Agency: VCCP
Group Creative Director: Gianmaria Schonlieb
Copy Writer: Sean Condrick
Design Director: John Olson
Video Editor: Adam Nunez