"We pulled in a diverse group of creators, from across the country and around the world, to capture those moments in a way that feels real," he said. Shea said the common thread across the social chatter was a theme that the beverage evoked a feeling of "pure, uncomplicated fun." The videos that are part of the campaign show people skateboarding in a pool of balloons, sitting around a house party and roller-skating into a convenience store for a pack of the beverage.
The campaign is meant to build off all that. It's been much more a social phenomenon." It's been a brand that's just been built in a totally different way that has not been overly on advertising. "Consumers have kept the brand fresh by bringing White Claw into their lives - their social feeds, their selfies, homemade merch, videos, hashtags, memes - fans have generated over 4 billion impressions just from user-generated memes. "Consumer love for the brand is exactly where we started," Shea said. There were White Claw Halloween costumes and White Claw-themed party favors. In 2019, comedian Trevor Wallace christened the season "White Claw summer 2019, baby!" in a video viewed millions of times, including lines like "Ain't no laws when you're drinkin' Claws." There were memes of a priest pouring a can of the drink on a baby ("I now baptize you in the name of the father, the son, and the holy whiteclaw"). The company has drawn much of its attention from customer-created content instead of ads.