To celebrate National Tequila Day, White Claw has unveiled its latest addition to the brand’s Spirits portfolio: Tequila Smash, a sensationally delicious cocktail that combines ultra-pure seltzer, authentic Mexican Tequila, real fruit juice, agave nectar, and Agua Dulce.
This innovative product captures fresh agave flavors typically lost in the Tequila-making process, blending them with White Claw’s iconic flavors and secondary citrus sensations to create a unique taste experience.
Tequila Smash is available in four tantalizing flavors: Pineapple Passion Fruit, Mango Tamarind, Lime Prickly Pear, and Strawberry Guava. Designed for sharing rather than slamming, this Tequila drink transforms any get-together into an unforgettable social mash-up, truly embodying the essence of a Tequila Smash.
With no added sugar, 100 calories per 12 oz. can, and 5% alcohol by volume, it’s a refreshing and delicious option for any occasion, whether under the sun or stars.
The launch of Tequila Smash is supported by a new social campaign developed in partnership with White Claw’s creative agency of record, VCCP. Titled “Tequila Smash,” the campaign builds on White Claw’s recent “Grab Life by the Claw” global brand campaign, which launched in April. The campaign leverages the ASMR trend of hydraulic presses, which have captivated audiences with videos of products and food being smashed.
VCCP located a hydraulic press and developed a custom press shape to mimic the White Claw Tequila Smash can. The campaign features videos of the fruit that make up each flavor being smashed, showcasing the real juices and unique combinations. Partnering with creator Smac, known as the OG hydraulic press girl who reacts with interpretive dances to the press. Watch below:
REELated:
“We wanted to highlight Tequila Smash’s unique qualities and offer it in a way that’s authentic to the White Claw audience,” said Jonny Shaw, Global Chief Strategy Officer at VCCP. “Tapping into the ASMR trend of hydraulic presses plays into White Claw’s comedic side of social in a new and innovative way – just as the product breaks through the category in a revolutionary style.”
The videos are now live across White Claw’s Instagram, in tandem with National Tequila Day today, July 24th.
CREDITS:
BRAND: White Claw
- Vice President, Marketing: Kevin Brady
- Head of Consumer Connections Hub: Lena Lewis
- Brand Director, White Claw: Jamie Rath
- Senior Manager, White Claw: Molly Coyle
- Brand Manager: Sami Pratt
AGENCY: VCCP
- Senior Art Director: Kate Degen
- Senior Copywriter: Eugene Gao
- Head of Account Management: Jordan Wood
- Account Director: Noelle Mulholland
- Account Manager: Jen Kudenchak
- Integrated Producer: Erin Kelly
- Producer: Francesca Fontaine
- Motion Designer/Editor: Max Cohen
- Director of Photography: Adam Nuñez
- Head of Business Affairs: Cara Orlowski
- Business Affairs Manager: Ricky Meyer
SFX FABRICATOR: Argon Props
- Special Effects Supervisor: Carl Schwab
- SFX Tech: Sam Parsons
- SFX Tech: James Hardwidge
- Project Manager: Natalie Bonanno
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