Despite a recent uptick in the number of millennials drinking beer, the demographic isn't changing very much. Brands are looking to stay relevant and create a more inclusive environment. One way to do that is by creating ads that focus on a more neutral brand image. While many brands are turning to gender-neutral advertising, White Claw is bringing back a more traditional approach to branding. The company uses a black-and-white logo and focuses its marketing campaigns on men and women hanging out together. The brand has low-carb and gluten-free credentials and has a near-50 percent gender split among its consumers. While marketing the drink has always been a high priority for White Claw, the company recently tapped into its social media following to increase its visibility and boost sales. In an effort to expand its product offerings, it has released three new flavors in the past few months, based on 70,000 social media requests from customers. VCCP will lead the brief across all of White Claw's key markets, including the US, the UK and Australia. One strategy that has proved particularly effective for White Claw is the use of viral videos and memes to promote the drink. The company is increasingly turning to viral videos and memes to drive brand awareness. A 12-can variety pack will be available in March 2020 and three new flavors will be introduced in 2020. The emergence of a brand that is so popular will make it more difficult for rivals to take market share. But with the help of creative, White Claw can continue to dominate the hard seltzer category. While the brand has always had a strong presence in social media, the newest campaigns focused on SEO and SEM to drive traffic to its new website. The company also incorporated innovative concepts, including new activations and partnerships, and the overall evolution of the brand. This campaign is focused on the health benefits of the beverage and its new product line. However, the strategy has changed over time, and the brand is now focused on building awareness through viral videos and memes. White Claw tapped its social media community to expand into the UK. Its millennial-savvy marketing strategy focuses on the brand's "Made Pure" slogan. It also incorporated the phrase "Made for everyone" as a brand promise. In addition, the brand's marketing strategy has been focused on making the brand inclusive and appealing to the mass market. There are also new flavors coming out in March 2020 and an expansion into Canada. While White Claw has a long history of being an inclusive brand, millennials have brought the company into a new segment of the market. Until a few years ago, millennials were primarily female-focused, but today, they are focusing on a more universal brand. In other words, it's about being inclusive and empowering the brand. With so many options for consumption and branding, White Claw can be used in nearly any cocktail. While the brand has benefited from an increasing number of millennials drinking hard seltzer, the brand has been cautious about ad placement and has reduced its media spend by 30% year-over-year. As a result, it has used a more selective approach to reach consumers, spending 90% of its tracked media budget on cable TV and 4% on spot TV. But there are still some risks. The broader category is suffering from declining sales. In addition to millennials' desire to be inclusive, White Claw's marketing strategy is a gender-neutral brand. Its website highlights the brand's attributes and aims to educate consumers about the category. The brand has also created a new brand identity and website. The company's website evolved into a multi-layered creative ecosystem, encompassing the brand's evolution from an unisex brand to a health food alternative. The brand's global footprint is a big part of its strategy, and White Claw has grown to become a global phenomenon. It has become one of the most popular brands in the world and is a cultural phenomenon. Its marketing strategy focuses on a brand's attributes. The brand has an overwhelmingly positive impact on its industry. Whether its consumers are millennials or baby boomers, the brand is growing fast!