The Surf Tour
In 2022, White Claw launched a new product—White Claw Surf. A new hard seltzer that prides itself on bold waves of flavors. To launch Surf, it was only natural we kicked off a Surf Tour. We found three professional surfers and a surf shaper and followed them as they surfed everything but the ocean. The message? Surf Anywhere. The tour gave us long form film premiering at SXSW, social content that we promoted through the professional’s channels, and a landing page within Whiteclaw.com that nested the entire series.
The Tour
The tour had several legs. Bayour, Sand dunes, and snow. The surfers spent a few days surfing and drinking White Claw Surf in each location
Deep Dive
After the initial launch, we reset out to interview the tour participants. We created a mini series called Deep Dive, this was online video series that got to know our tour athletes, one question at a time. This format became modular for other projects. We built a toolkit including branding design, AfterEffects files, and question format.
In addition to longform, we created bespoke Reels and stories for the athletes to crosspost in partnership.
Ivy Miller - Free Surfer & Model
Caio Vaz - Big Wave Champion
Ryan Harris - Eco Board Shaper