In the competitive post-COVID summer season, White Claw aimed to stand out with its innovative new summer beverage: REFRSHR™ Lemonade. The REFRSHR campaign highlighted the product's innovation and reinvention, including a new look and feel.
Brand New School and VCCP worked together on a multi-platform campaign to introduce the refreshed look and feel for White Claw's new product. The visual language created social and digital assets across various touchpoints.
A 30-second spot features three artist innovators at work, showcasing their creativity and unique approaches to their craft. Each creator was chosen to demonstrate the unique way they reinvent, recreate, and reimagine music, fashion, and sport - in resonance with White Claw's reinvention of their classic craft. The spot is set to Curtis Waters' "Stunnin'," with a streetwear-inspired black and white aesthetic overlaid with yellow graphics, reflecting the packaging design.
How do you visualize counter culture and open a gateway for a new audience?
Those who find ways to reinvent classic craft stand out from the crowd and create truly refreshing experiences.
Showcase real world creative innovators at work.
We gave our audience a taste of something unique and surprising while helping White Claw stand out as not only an established category leader, but a new school thinker, too.
Creative DirectorsDaniel UribeScott Uyeshima
Art DirectorSebastien Camden
DesignersJustin HarderKlopas OeiNeil JacksonFederico ReanoYoon Lee