Behind White Claw’s Spirited Celebration of Togetherness

Impromptu human connections are increasingly rare nowadays – that’s why White Claw wanted to create something that would act as a social catalyst. The latest spot chronicles a protagonist moving his way around the city, picking up pals one by one, luring them in with the invite of a White Claw variety pack. It’s sounded by Paul Russells viral track 'Lil Boo Thang' adding to the overall tone and making the viewer want to move…or groove. Friends collected, it culminates on a doorstep, where the multi-pack gets cracked open and a good time awaits – encapsulating the spirit of 'Grab Life By the Claw'.

We spoke to Jonny Shaw, VCCP’s chief strategy officer, to find out about the making of the campaign. In this interview we explore the research and aesthetic choices, as well as the inspiration behind the ad and why the campaign works to champion the product. From the naturally inclusive portrayal of friendships, to the spontaneous urban backdrop, every element is there to reinforce White Claw’s brand message: seize the moment and forge real, meaningful connections. 

LBB> The campaign feels like a joyous whirlwind through the city, capturing the essence of friendship and celebration. What inspired the concept behind this energetic spot?

Jonny> 'Grab Life By the Claw' was inspired by consumer research of our loyal White Claw drinkers. White Claw inspires our consumers to unlock spontaneous moments more often than competitor brands. Our research found that,  unlike other brands, when a multipack is brought out it brings everyone together. The 12-can multi-pack is inclusive, shared and playful, and its variety of flavours brings something for everyone.

LBB> 'Lil Boo Thang' by Paul Russell adds a contagious rhythm to the ad, enhancing its feel-good vibes. How did you select the music for this campaign, and what role do you believe it plays in connecting with the audience?

Jonny> White Claw was born out of a loyal social community, so this track, which blew up on socials, worked well and felt authentic to our audience.

LBB> The colour scheme exudes a '70s vibe, adding a retro element to the modern setting. How did you approach the visual aesthetics to ensure they complemented the overall message of the campaign?

Jonny> 'Grab Life By The Claw' was created to inspire meaningful human connections and remind people of how amazing it is to get together with friends. With that in mind, we wanted to create a visual aesthetic that felt warm and inviting – like the best summer days – to motivate people to put their chores to the side, grab a variety pack and spend time with their favourite people instead.

LBB> The protagonist's journey to gather friends with White Claw creates a sense of camaraderie and fun. How did you balance storytelling with product placement to ensure the brand message was effectively communicated?

Jonny> We hero the 12-can variety pack throughout the spot, so it wasn’t balancing storying telling; we told the story through the product. The variety pack has a range of flavours, giving everyone their own option, which makes it iconic and so well-loved. Category norms normally focus on the individual bottle or can, but the White Claw variety pack is as iconic as the individual cans.

LBB> The tagline 'Grab Life By the Claw' works to encapsulate the spirit of seizing the moment. How did you arrive at this slogan, and what do you hope it conveys to viewers?

Jonny> It means far more than carpe diem; White Claw has provided a new modern take of what has gone before; it’s refreshing, lighter, and a shared experience. The White Claw moment, when the multi-pack is brought out, it brings everyone together. For an audience that’s missing real, impromptu human connections, White Claw is the ultimate social connector. A badge of good times shared. That allows memories to be made.

LBB> New York(?) serves as a vibrant backdrop for the ad, enhancing its urban charm. Can you discuss the significance of the setting and how it contributes to the overall narrative?

Jonny> It wasn’t actually set in New York, but we intended to have a setting that could be a credible backdrop to the story we were trying to tell. The spontaneous moments and connections they provide are best told in a natural setting like a big city such as New York.

LBB> The ad portrays a diverse group of friends coming together over White Claw. How important was inclusivity in shaping the campaign's message, and how did you ensure it was reflected authentically?

Johnny> White Claw is a brand born modern, so, in all honesty, inclusivity and diversity weren’t a huge topic of conversation. We always reflected our audience. Our drinks are even in gender balance, which is unique in this category.

LBB> The spot culminates in a shared moment of enjoyment on the staircase, emphasising the bond forged through the brand. How did you approach capturing this sense of connection, and what do you hope viewers take away from it?

Jonny>That is the classic White Claw moment: people coming together, connecting, chatting, and making rich social connections from the variety pack. The shared moment exemplifies the value of social connection, of 'Grabbing Life by the Claw' when a meaningful experience presents itself.

LBB> What do you believe sets the White Claw campaign apart, and how do you measure its success?

Jonny> The brand narrative makes this campaign unique through the real, authentic stories we’re hearing from our audience. White Claw has created new drinking occasions, and the campaign authentically reflects that. We own these moments, a more modern, positive way of connecting over a drink.