Launching White Claw – the world’s no. 1 RTD – in New Zealand’s crowded RTD market demanded a bold, culture-first approach to break through.

We made waves by staging a carefully orchestrated social media ‘leak,’ with influential local ‘wavemakers’ sharing their excitement about trying this global sensation before anyone else. This early access seeding strategy spread like wildfire, fueling FOMO and demand that ultimately led us to accelerate the launch.

Aligned with White Claw’s “Bring the Wave” ethos, we responded by opening the First Wave store – a pop-up that offered consumers an exclusive chance to experience White Claw before the national rollout.

The results spoke for themselves: over 2,000 people attended the First Wave store, generating nearly 4 million impressions. White Claw achieved one of the highest rates of sale in its category within the first month, cementing its place in New Zealand’s RTD market.

The campaign’s strategic combination of exclusivity, influencer hype, and a unique pop-up experience created a ripple effect that firmly established White Claw in New Zealand.

White Claw made an unforgettable entrance, proving that the first wave is the one you want to catch.

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