.WHITE CLAW. - ‘Wave of summer pop-u p’

.THE CHALLENGE. -

Following a successful launch in Ireland, White Claw and Group M wanted to connect with their audience in a memorable way - showing them what the White Claw brand is about, whilst driving product trial.

.THE RESPONSE.

Headcase proposed, planned & executed an unforgettable, integrated experiential campaign.

Running over 3 weeks, the campaign centred around the creation & promotion of a unique brand-owned property along the canal in Dublin City Centre.

The campaign combined online, offline, social, content & PR - creating hype & demand such that the first week sold out in just 7 minutes.

Over 1,500 consumers were treated to a unique, immersive brand experience with food, drink, fun, and meaningful connection (including a 360’ audio-visual ‘Sea Senses’ experience).

Cultural partnerships added relevance and reach, as we hosted events and communities from the likes of District Magazine, Tara Stewart, Neil Patrick Collins, I’m Grand Mam and Izzy Healy.

Following its phenomenal success, the campaign is set to be used as a Global Best Practice tool for White Claw markets.

For the wider Headcase team (and our rock-solid partners) this campaign was a welcome return to what we do best.