Marketing News: White Claw

 A company that has made big companies completely rethink their product and has took the market shares is White Claw. The interesting part of the company is that they are the leaders, the purple cow of the alcohol industry. They created something that every company wanted to recreate. They also took a completely different marketing approach that has made them almost untouchable.

 The main topic of this article is their new advertising campaign "Let's White Claw." Video for the ad can be found on YouTube. It shows how they differentiated themselves not only by creating a brand new product but also the way they advertise. They haven't used paid advertising much to push their product since that is the old way of thinking. They have focused more on word of mouth and social media. The article also touches on how much ahead of the competition they are by creating a lifestyle around the hard seltzer, something remarkable. 

Unique benefits of the brand was that they were the first of their kind. The other uniqueness was brought on by the marketing which includes the idea, the symbolism of drinking it. They made it so there drink is laughable for example the memes and that really worked in their favor to show the light, fun attitude of drinking it. They promise a good time. The advantages of the company was they were the first so they were able to get there name out there and spread before other companies even had a hard seltzer available. 

The new campaign they launched focuses on their a carefree, good time. It is shot in black and white and shows drinkers doing varying activities in varying environments. They have shots on a beach, in a house, in a convenience store and a birthday party. In some they are seating and relaxing and in others they are playing volleyball and rollerblading. It shows how any activity level can have a seltzer. The black and white I find very interesting and enjoy it. It really makes you focus on them and their emotions instead of the color and the background and it will really stand out in this colorful world. Advertising use to be about bright colors and catchy songs but that has become so usual that we overlook it. 

The challenges of White Claw is staying relevant since so many businesses including big names like Budweiser have stepped into the hard seltzer market and are trying to take over. This is a difficult challenge because advertising has changed and finding the best way to advertise in a new market and a during a new way of thinking can be difficult. They have done well by conquering the social media platform and portraying themselves as a fun light hearted company. But competitors are closing in as they create more options and put more advertisements out there. 

The marketing approach to social media is new because social media is new. It is also more complicated then tv commercials because unlike tv you can scroll past ads on social media. Companies have to find ways to stand out and attract the customers to their page not flood their home page with pictures and words. Social media is flooded with ads so you just keep scrolling but being present on social media is important but companies need to find a way to attract customers to the companies page.

They did a really good job captivating customers with a new idea. One part they did well was the hash tagging because it drags more customers over to the White Claw pages. They made the name mean more then a hard seltzer. They gave it a stereotype. They made it a fun joke that was shared across programs.  They really found a purple cow and are marketing it the new way not the tv way. What I would do if I was the product manager is create another purple cow. White Claw has a big audience and they can take all that information ideas and critique and make another product that is unique. They could make a different type of alcoholic beverage based off of what the customers desire. For example if they want more flavor, less bubbly, more bubbly, or a different level of sweetness. The purple cow only last so long.

I learned a real example of a purple cow that has just recently hit the market and that how the little jabs through the social media market has made them an untouchable force. They weren't a huge business. They were a small business wanting to be successful and they are doing really well. The attached link is the article I used (Website) and the company website is (White Claw).