White Claw taps Teddy Swims for campaign
Ready-to-drink (RTD) hard seltzer White Claw has teamed up with Grammy-nominated artist Teddy Swims for a global campaign.
The year-long partnership will see White Claw serve as a sponsor of Swims’ upcoming The Ugly Tour, while also forming part of the hard seltzer brand’s Grab Life By The Claw campaign.
The partnership has kicked off with a TV spot soundtracked to Swims’ single The Door, in which the singer and his band are shown transitioning from a lonely villa to a high-energy house party.
According to White Claw, the video highlights how it acts as a catalyst for bringing people together.
The partnership with Swims also seeks to demonstrate how White Claw and live music can bring friends together over festival season and beyond.
Swims said: “The most powerful thing about music is its ability to bring friends together, and I’ve been lucky to share my journey with my closest friends on stage and in life.
“Whether it’s through music or just spending time together, those moments mean everything, and that’s what makes this partnership with White Claw so special.”
Throughout the year, the partnership will offer fans several music-related opportunities, including the chance to win two tickets to see Swims live this summer, or attend an intimate White Claw Sessions performance in the Hamptons hosted by the singer.
‘Craving connection’
The campaign comes after White Claw’s The Social Refresh Report found that 76% of people believe connection gives life purpose and meaning, but are also spending less time than ever socialising.
The brand’s research was conducted from a pool of 6,600 legal drinking age (LDA) people from the US, Canada, and the UK.
It also revealed that 45% of those surveyed were putting aside just 34 minutes a day to socialise.
“Our research shows that people are craving connection, but we’re not always prioritising time together, and that’s impacting how we feel every day,” said Kevin Brady, White Claw vice-president of marketing.
“Music has the power to change that. It’s the most exciting reason to get out, get together, and share something real. Through our partnership with Teddy Swims, we’re creating more opportunities all year for fans to share a couple of Claws – because time with friends isn’t just good fun, it’s good for you.”
White Claw was recently ranked as one of the highest-performing spirits brands at this year’s Coachella festival.
In March, the brand found itself on the wrong side of the UK’s advertising watchdog.
White Claw is owned by Mark Anthony Group, which recently added Finnish Long Drink to its ready-to-drink portfolio.
To watch the campaign spot with Swims, click below:
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