White Claw Taps Into the Spirit of Reinvention for New Lemonade Hard Seltzer Ad

Campaign from VCCP NY puts a twist on a familiar creative formula

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White Claw returns to its now-established formula of beautiful people doing cool things in black-and-white cinéma vérité, this time with a streetwear twist, to introduce its new lemonade hard seltzer.

The work, from agency VCCP NY, stars “three innovators at work on their craft” in music, fashion and sports, set to the upbeat TikTok hit and internet breaker “Stunnin’” from Curtis Waters.

The agency, which won the White Claw global creative business in August, collaborated with parent company Mark Anthony Brands International on the design and packaging in addition to producing the first mini-movie for the citrus- and berry-centric line called Refrshr.

“The look, vibe and aesthetic for the campaign, the pack design and the very name was largely inspired by the spirit of reinvention,” Ray Del Savio, executive creative director, told Adweek.



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