White Claw has brought its fan-generated campaign by Rothco to Australia. The campaign came from the fact that White Claw’s fans have created an entire sub-culture around the brand with their social feeds, selfies, hashtags and memes, generating more than 46 billion impressions globally since launch.

The fan-generated content shows that pure, uncomplicated fun can happen in so many different ways, places, times, moments, occasions. And that White Claw is the shortcut to all of it. Since launching in 2016 in the US, White Claw has experienced triple-digit growth every year and now sells 60 million cases annually globally. In Australia, it has taken the top spot as the number one hard seltzer, just one year since it first went on sale, selling 7.8 million cans to date. 

Rothco, which was behind both the initial launch of the brand in the US and the UK and ROI launch last June, realised that this ardent fandom was a golden asset for the hard seltzer brand to use in its first-ever global campaign.  

To make its campaign, Let’s White Claw, Rothco collaborated with a diverse group of creators from around the world to capture unscripted, in-the-moment scenarios. For the first phase, Rothco enlisted LA-based directors, Wolfgang and Brit Phelan. More creators were then enlisted to keep content fresh and relevant to local markets.

Anubha Sahasrabuddhe, Lion consumer and brand director, stated, “We have built a base of local love and demand for the White Claw brand that has put us in the number one seat in Australia. White Claw has surpassed all of our business expectations over the last year and has been one of Lion Australia’s most successful product launches to date.

 “A brand that truly lives in social, a Gen Z phenomenon, we continue to deliver on changing consumer needs and drinking occasions,” said Sahasrabuddhe.

The Let’s White Claw campaign will appear across social media, online video and out-of-home placements in Australia this spring and summer.