White Claw is the largest hard seltzer brand with the global platform “Grab Life by the Claw” It’s an invitation for everyone to come together with friends, create meaningful connections, and embrace the spontaneity of life. During the busy holiday season, that’s more important than ever.
A recent study concluded that 50% of Americans don’t have time to see friends during the holidays due to time-consuming family obligations, to-do lists, work commitments, and more. Even finding a moment to grab a drink together feels impossible.
We saw this as an opportunity to get the nation home for that holiday drink with friends. But in order to do so, we needed a social-first, broad reach campaign that would increase engagement across our audience to drive awareness and remind people of the importance of friendship during this stressful, busy season.
HOME FOR A CLAW is the first-ever Out-of-Home that takes you home. It's a one-of-a-kind billboard complete with a real helicopter that literally flew busy people to their friends in real time to share one White Claw together. That's right--just one. After all, during the holidays people say they have no time, but everyone has time for one drink together when they have a helicopter.
While most out-of-home advertising simply serves up a message, ours served up a real trip home, instantly following through on the call-to-action: ‘No Time to See Friends This Holiday? Hop In’.
Anyone on the street too busy to see friends during the holiday could simply climb aboard and share the address of their friend with our pilot. Then...it was time for lift off! On arrival at the destination, the passenger was given White Claw to enjoy with their friend, before being whisked back to the billboard location, where they could carry on with their day.
In order to wrangle people on the street for this incredible experience, we enlisted the help of someone notoriously busy and could relate to the struggles of connecting with friends this time of year—social comedian/creator Brittany Broski (aka @brittany_broski, aka Kombucha Girl). She shepherded people on their trips home to friends, and spread the word about the campaign loud and proud through a suite of long and short-form content.
The stunt and social-first content came to life across digital media—from streaming platforms, to social media channels, such as Meta, TikTok, SnapChat and Pinterest, to custom emails, to influencer social channels, and more. All of the content directed our audience to an online giveaway where they could apply to win a trip home to see their friends too…by the fastest means possible.
In the end, we proved time together, even for one drink, is worth it.
The HOME FOR A CLAW campaign was the most successful activation in White Claw history with global media coverage. It surpassed all of the audience engagement and brand awareness expectations, and succeeded in connecting more friends during this busy time of year.
