White Claw
In the increasingly competitive hard seltzer category, White Claw has the unique opportunity to solidify its legacy as the category's pioneer. While competition intensifies, White Claw possesses a distinct advantage: an ardent community of loyal customers.
Here’s how to bolster that advantage and strategically position White Claw as a lasting legacy brand through a content refresh plan.
Refining White Claw's brand narrative and origin story.
The time for action is now!
White Claw has a unique brand voice with a youthful focus on wellness and simplicity.
An opportunity exists to elevate this voice through a comprehensive brand strategy that unifies all touchpoints – from marketing and packaging to social media and internal culture. This holistic approach will enhance brand recognition and foster deeper consumer engagement.
1.
Brand Reinforcement
Objective:
Strengthen Core Brand Identity
2.
Innovate for the Future
Objective:
Craft a Better Tomorrow
3.
Sustain
Objective:
Claw into New Horizons
Our Strategic Framework
Phase One
Strengthen Core Brand Identity
Establish White Claw's brand lore and update the brand's look and feel.
Create an origin mini-doc that tells the story behind White Claw.
Dramatize it & make it f*cking legendary.
Tease White Claw's new commitment to something unexpected.
The updated branding reinforces White Claw's existing brand, from a modernized font and logo (see the new wave above) to updated, contemporary packaging that celebrates White Claw's heritage.
Phase Two
Craft a Better Tomorrow
Launch packaging that highlights uniquely highlight White Claw's pure ingredients.
And double down.
For every pack sold, 1% of proceeds go to ocean cleanup efforts. This bold step emphasizes White Claw's connection to water, the ocean, and protecting our natural resources.
The synergy between nature and White Claw should be spelled out clearly, and made as a tentpole of White Claw's overall strategy to reinforce this connection.
Highlight White Claw's new commitment to Planet Earth and its natural resources.
And double down.
For every pack sold, 1% of proceeds go to ocean cleanup efforts. This bold step emphasizes White Claw's connection to water, the ocean, and protecting our natural resources.
The synergy between nature and White Claw should be spelled out clearly, and made as a tentpole of White Claw's overall strategy to reinforce this connection.
This launch would be supported by social media assets, such as the Instagram stories featured below.
White Claw Crafts a Better Tomorrow
Phase Three
Claw into New Horizons
Elevate the festival experience with "White Claw Chill Zones," refreshing havens at major music and sporting events. Simultaneously, launch "White Claw Fresh," a quarterly cultural forecast spotlighting emerging talent and trends.
Disclaimer: This case study is speculative, created by Kanu to showcase our creative and strategic skills, without brand involvement.
A splashy launch video
To announce White Claw's new branding, we put together a loud, eye-catching launch video for us across social media and traditional marketing channels, such as broadcast and OTT.