White Claw | New Shores of Refreshment | Bulletproof : Skip to main content

NEW
SHORES OF
REFRESHMENT

Creating a cultural wave.

With the tide on the rise for low-ABV options and USA beer sales falling to 10-year lows, Mark Anthony saw a gap in the market for category-disrupting shake-up. We worked together to kickstart the hard seltzer wave with White Claw: a brand, name, identity, and lifestyle that anyone could ride.

CAST FROM THE WAVES

Our brand was born from the legend of the White Claw: a gnarly triple set that delivers wipe-out refreshment.

The phenomenon inspired everything from the name and now-iconic branding to the tone and narrative of our art direction: the beach, the ocean, and a lifestyle without limits.

TURNING THE TIDES

In a category dominated by gendered-hues — bold blues for beer and zingy brights for ‘light’ — we dared to defy, capturing the zeitgeist of mixed-gender millennials drinking at the meeting of health, wellness, and aspiration.

THE CLOSE OUT

White Claw created desire that even the category hadn’t recognised. What began as a commercial success fast became a cultural phenomenon, making the Mark Anthony Group the fourth-largest beer company in America with $2B+ in sales and 45% market share in YR1.

HUSTLE & HEART
HUSTLE & HEART
HUSTLE & HEART