As the Purest Hard Seltzer In The World, White Claw is the number one player in the category. But as hard seltzer becomes more and more popular with drinkers looking for an alternative to beer, the number of competitors and the size of their marketing budgets have both grown. White Claw had to assert its credentials as the best option for people with healthy, active lifestyles, who religiously check the ingredients in what they eat and drink for any nasty surprises.
To reach their target audience, White Claw booked the inside cover double-page spread in the highly-anticipated 10th Anniversary edition of the ESPN Body Issue. The magazine features famous athletes from different sports in all their naked glory, and it was in this context that we were asked to come up with a high-impact execution. We wanted to prove that White Claw is as proud and confident of its all-natural, gluten-free credentials as the athletes featured in the magazine are of their bodies.
We chose to make our execution feel more like the editorial than a standard print ad, with minimal messaging. To symbolise that White Claw truly is ‘the hard seltzer with nothing to hide’, we projected the brand’s legendary wave onto a naked model and captured the result in visually arresting black and white photo by photographer Barry McCall.