White Claw® ads are typically in black and white. In this campaign, the ads are partially desaturated, in order to stick with the established branding. However, the models in each ad appear to be crashing into the more vibrant, colored area of the composition. This is to symbolize the breakthrough from traditional White Claw® ads, into this new, more energized campaign.

It was intentionally decided to avoid using competitive sports as the featured activity in each ad. Someone who is active is not necessarily an athlete. While all the activities featured in the ads can be competitive, they can also be casual and fun. The tagline for the ads was chosen to bring confidence to the viewer. Drinking White Claw® should be a guilt free experience. White Claw® is marketed to be a healthy alternative for alcohol. “Reward your motivation” is meant to energize the consumer, giving them the confidence to do what they love and also enjoy White Claw® Hard Seltzer, guilt free.