white claw FASHION - brand partnership and integrated campaign
Gen Z and millennials see brands as vehicles for self-expression. They love to re-invent things and to integrate the brands they love into their lives. Our strategy hinged on creating a partnership with an experimental fashion brand such as Tombogo to create a fashion moment that uniquely and authentically expressed our brand’s essence. We wanted to position White Claw into culture by leveraging fashion memes, social instigators and by creating a fashion line that really spoke to the creative nature of our gen z and millennial audience.
The full-fledged capsule collection debuted at 2023 Art Basel. The workwear-inspired jackets, shirts, and pants all adorned with White Claw's famous colored tabs and pockets designed to perfectly fit a can became a true Internet’s obsession - with celebrities like T-Pain reaching out to the brand to get their hands on some of those coveted pieces.
The campaign included multiple touch points that span from social content to digital placements, influencer marketing, and e-commerce site and even a two days premiere event at Art Basel where we brought together the fashion and music community.
