White Claw CMO John Shea on How the Brand's New Campaign Embodies Fan Enthusiasm

The new creative takes inspiration from consumers who have embraced the hard seltzer

Ever since White Claw took the beverage world by storm—culminating in the hard seltzer summer of 2019—the brand’s official marketing efforts have been almost nonexistent. Simple black-and-white footage of waves and cans is the most we’ve seen from the category leader in the past couple years, despite its constant presence in pop culture as the subject of memes, comedy sketches and constant social chatter.