The campaign is meant to build off all that. It's been much more a social phenomenon.' It's been a brand that's just been built in a totally different way that has not been overly on advertising. 'Consumers have kept the brand fresh by bringing White Claw into their lives - their social feeds, their selfies, homemade merch, videos, hashtags, memes - fans have generated over 4 billion impressions just from user-generated memes. 'Consumer love for the brand is exactly where we started,' Shea said.
There were White Claw Halloween costumes and White Claw-themed party favors. In 2019, comedian Trevor Wallace christened the season 'White Claw summer 2019, baby!' in a video viewed millions of times, including lines like 'Ain't no laws when you're drinkin' Claws.' There were memes of a priest pouring a can of the drink on a baby ('I now baptize you in the name of the father, the son, and the holy whiteclaw'). The company has drawn much of its attention from customer-created content instead of ads.
