WHITE CLAW: ROAST HOST COLLECTION (EARNED: EXPERIENTIAL, SOCIAL, DIGITAL)

Hard seltzer sales heat up in the summer but cool off in the winter. Wine and spirits become the “elevated” holiday choice, pushing hard seltzer out of mind.

Without new product news to drive headlines, the brand needed a culturally relevant way to spark holiday sales – and the tired holiday nostalgia playbook wasn’t enough. As a brand committed to connecting friends, we tapped into refreshingly honest behavior that did just that: playful roasting.

Research showed that 78% of young adults say roasting feels playful and friendly, and friends who roast each other are nearly twice as loyal. So, to get friends toasting with White Claw during the holidays, we got them roasting like never before. We created the White Claw Roast Host Collection: a limited-edition line of serving ware designed with lighthearted roasts — crafted in partnership with three friends who know how to serve up a sick burn, SNL’s Please Don’t Destroy.

The campaign garnered 3.6B+ earned impressions, +20 PPTS lift in purchase consideration, +2.4% sales increase (vs 2023), a sold-out Roast Host Collection, won 2 Shorty Awards (Gold: Copywriting & Silver: Wine, Beer, and Spirits) and a Drum Award (Bronze, PR).

PRESS: Buzzfeed / Parade / People / USA Today / EW / Bleeding Cool / Chief Marketer / Trend Hunter / AdAge / LateNighter / AOL / Yahoo / MarketingDaily / Pop Insider