Challenge: We launched White Claw in the US market as the alcoholic sparkling water category was about to explode. The above-the-line execution set it apart from other hard seltzers by focusing on the product’s unique selling point - purity. Alongside the black and white treatment the stunning wave became the brand’s most recognisable icon. I was tasked with supporting this platform of Purity across the Off-trade in the US market.

Solution: I worked on bringing the brand alive at the most important point of purchase, In-store. “Pure Refreshment” highlighted the product’s taste differentiator, and the executions brought the White Claw wave to life in an engaging and visual way.