White Claw®, the number one selling hard seltzer in the nation, is a U.S. based alcohol brand that blends the simplicity of seltzer water, their proprietary Brewpure® alcohol and a hint of fruit. The result is a 100 calorie, low carb, all-natural flavor that’s proudly The Purest Hard Seltzer in the World®.
Inspired by the legendary White Claw wave, when three perfect crests come together to create a surge of water, White Claw® endeavored to craft a new level of refreshment as pure as the white-capped crowns.
Launched in 2016, White Claw® has taken the market by storm and is aimed at consumers that live balanced, active lifestyles but also want to have fun.
Creating content that disrupts traditional advertising
As the Senior Manager of Digital and Social Media at Mark Anthony Brands Inc., Kellye Lopez leads the online initiatives for integrated marketing programs across the company’s portfolio of brands. In her role, Kellye is responsible for ensuring that any content developed for White Claw® disrupts traditional beer advertising and authentically resonates with consumers both online and offline.
"As our mission to become a digital and social-first company has evolved in recent years, the work executed by our team extends influence beyond our digital channels into traditional media and retail. As a result of our 360 approach, we’ve created award-winning and record-breaking work with our creative content, recognized by the Association of National Advertisers and Adweek."
- Kellye Lopez, Senior Manager of Digital and Social Media, Mark Anthony Brands Inc.
Still in its brand infancy, White Claw®’s marketing goals are focused on generating awareness and earning market share. However, as the hard seltzer category sees more competition every year, it’s a challenge to stand out with consumers in a sea of sameness.
Competing against the bigger, publicly funded brand powerhouses in the alcohol industry, White Claw® faces resource limitations when it comes to budget, time and manpower.
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