Yes, we’re talking about the hard seltzer.
White Claw, from the makers of Mike’s Hard Lemonade. The drink of Summer 2019. Ya heard of ‘em? Now, why in the world are we writing an oddly specific piece about White Claw? Because, their marketing is on point. Read on to learn why.
“Don’t find customers for your product. Find products for your customers” – Seth Godin.
Health Conscious Customers. What with Keto Diets and the Intermittent Fasting craze buzzing around. Who isn’t interested in getting healthier? And then emerged White Claw. A product that addressed the customer’s needs and aspirations. It checks all the boxes. Gluten-Free? Check. Low-Sugar? Low-Calorie? Check. Check.
Gender Neutral Marketing. Take a look at White Claw’s packaging. Neutral. Take a look at their Instagram. Neutral. Commercials? Yes, that too, is neutral. While other alcoholic brands have gender specific marketing strategies (like beer for the brawniest of dudes or the low-cal drinks for the waif-iest of gals), White Claw decided to take the path straight down the middle with minimalist packaging and a more inclusive tactic for their imagery. We’re all drinking the same drink. Doesn’t matter the gender, race, age. Now, isn’t that a nice change?
White Claw, who’s only been around for a mere 3 years, are so popular they announced a national shortage in September, they have endless memes dedicated to them, and are the top-selling hard seltzer brand in the U.S. There’s a lot to learn from this brand. Keep an eye out.
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