White Claw just launched its new global brand platform that targets the “loneliest generation,” urging them to go out and foster genuine connections.
"Grab Life By The Claw" isn't just the campaign title or a slogan — it's a call to action for the young generation to seek more than just superficial online interactions.
This is showcased in the contagious fun a group of friends have as they get together after a workday, all to the upbeat tune of Paul Russell’s “Lil Boo Thang.”
An Impromptu Gathering
In the extended one-minute ad, we see “Victor the Wrangler” making a list of his friends he’s targeting for a quick get-together.
He first goes to an office with a box of White Claw Variety Pack, where he picks up “Jack the Overtimer” and “Olivia the Go-getter.”
The trio then excitedly hops on the subway, where they meet up with “Sofi the Doomscroller.”
We now see the group cheerily making their way to a laundromat — even doing a more fun way of crossing the street a ’la Beatles on Abbey Road.
There, we’re introduced to “Marc the Taskmaster” and wildcards Adam and his dog Elvis.
The bigger group dances on the sidewalk as they head on over to an apartment, where more friends arrive.
The spot ends with the call to action, “Grab life by the Claw.”
Building Real Connections
White Claw's latest campaign encourages people to break free from their mundane daily lives and embrace real social connections.
"White Claw is inherently social, an elevated choice for connecting over drinks,” Isabelle Sakai, global chief marketing officer at White Claw’s parent company Mark Anthony Brands International, said in a press release.
“'Grab Life By The Claw' is a rallying cry that says whenever you have the opportunity to engage in a meaningful social connection, you seize it,” she added.
The ad, which comes in two short-form versions, is helmed by international award-winning director Björn Rühmann for White Claw, in partnership with creative agency VCCP.
“This active socializing is much more important than the late-night doom scrolling that too easily soaks up our time,” noted Darren Bailes, global chief creative officer at VCCP.
“We all have a friend who snaps us out of our rut and gets us together with the promise of good times — that's when the White Claw Variety Pack shows up,” he added.
A U.S. ad campaign accompanies the new global platform, and more activations will be rolled out in the coming weeks.