Two key points: First: Capitalize on fitness trends and the desire of health-conscious consumers to align them with brand attributes; create a gender-neutral product to define the category. Second: Attract brand awareness to White Claw using social media, digital channels, earned media, events, and retail outlet point of sale.
Creative: The voices of consumers in the health-conscious community were used to tell their individual, authentic stories on how they relate to this gender-neutral brand.
Website: We designed and built the site to educate consumers on the category in general while focusing on White Claw brand attributes using animations for all devices to keep users engaged. The site has then evolved to be much more comprehensive, accounting for new partnerships, activations, and overall evolution of the brand.
SEO/SEM: Three unique blogs were created to provide definition and relevance to the White Claw name and differentiate it from search engine clutter in the category. Each blog was tailored with SEO tactics to help with organic search rankings. They were supplemented with a search engine marketing “buy” which together drove traffic to the new White Claw site.
Retail: Point-of-sale messaging quickly communicated product attributes allowing important on-shelf and in-store placement versatility across multiple areas within the store: spirits, fresh ingredients, and health-food alternatives.
Social Media: Showcase product in simplistic settings to highlight attributes.
Additional Brand Work: We took into account how consumers were reacting to the initial brand have built in more strict guidelines around the usage of black and white imagery to help launch products and partnerships.