Strategies & Insights

Field Notes: Adventurous Spirit

Posted: July 20, 2016

Developed for consumers who crave healthy lifestyles with a bit of fun, White Claw Hard Seltzer combines simple seltzer water, a spike of alcohol and a hint of natural fruit flavor to deliver a low calorie alcoholic beverage option with no artificial ingredients.

To help consumers identify the brand as a healthier option, White Claw leverages the Slim Can as a structural package design cue that the product is natural or low-calorie. The visual design further emphasizes the natural aspects of the soda with “distressed” graphics and offset varietal (colored stripe) background.

“Alcoholic beverages and healthy alternatives don’t always go hand-in-hand but White Claw fuses convenience, refreshment and subtle flavor to deliver a drink that’s considerably lighter than a cocktail or beer,” says Sanjiv Gajiwala, vice president of marketing, White Claw. “Serving as a step away from high-sugar sodas and mixers, White Claw is a shift into a lighter, all natural, better-for-you alcoholic beverage—defining a whole new category for those who want to enjoy life and have fun while maintaining a healthy lifestyle.”

 

Illustrative style and slim structure deliver a lighter, “better-for-you” look effectively aimed at the health-minded consumer.  Prominent brand treatment optimizes shelf presence, and the bold wave visually reinforces an active lifestyle.  While the variety and natural cues are subtle, they appear to work well in the overall communication hierarchy.  This package has a very unique, differentiated look and feel!

Bob Peiffer
Creative services director, Sargento Foods Inc.

 

The more I studied the product, the more I liked the name. At first it seemed too hard, and off target, because I was looking at the product with a focus on health and nutrition—ingredients and calories—and second because I was not familiar with the White Claw wave legend. When I understood the origin of the name, it grabbed me and wouldn’t let go.

White Claw is a term used by adventurers who embrace unknown challenges knowing that the end result will be tremendously rewarding. It is synonymous with a moment in time where everything comes together perfectly and produces unbridled energy with a refreshing  mix of emotional rejuvenation.

This is an amazing product story and brand experience! The product is a White Claw. It aligns with the adventurer spirit in consumers who want to discover their own White Claw moments in an active, healthy, and enjoyable life.

I also like the package design—the sleek shape, clean white with a splash of color and the matching pull tabs are very nice. The powerful name and logo give the healthy message a new twist—action, sun, and sea! The end result is a fresh look with an active, adventurous styling.

Clearly, I love the name and logo and the powerful story that they represent.  They set the stage for a great brand story and position that could indeed become a new wave. I suggest that they create the White Claw story/legend/challenge. The story of the three waves of being 1. lighter flavors, 2. natural ingredients and unique process, and 3. a touch of alcohol, with all 3 coming together perfectly to produce an amazing product.

Mark Patterson
President, The Brand Artist Inc.