White Claw Vodka Is Smoother than Smooth in Campaign Featuring JB Smoove

Apr. 27, 2023

After taking the world by storm with its number one-selling seltzer, White Claw is diving into the vodka category with its new White Claw Premium Vodka and White Claw Vodka + Soda. Introduced earlier this month, White Claw Premium Vodka is the world’s first Triple Wave Filtered™ vodka, a first-of-its kind filtration process that uses tremendous pressure, equal to three 30-foot waves, to create a vodka with distinct taste, aroma, and smoothness. Because White Claw created a way to make smoother vodka, it had to invent a new way to talk about it – it’s smoother than smooth, it’s the “smooovest.”  

Today, the brand is also announcing the king of smooth, JB Smoove as its new “Smooove Amabassador.” In a new 360-campaign, also launching JB Smoove is sharing his “Smooove Thoughts” on White Claw Premium Vodka. In his signature style, JB is smoooveness personified as he explains how a change in law and a secret process enabled White Claw to create the World’s Smooovest Vodka.  

The integrated marketing campaign highlights the new White Claw Premium Vodka and Vodka + Soda and features: 

• Four digital spots (OLV),  
• Out of home advertising in New York, Chicago and Los Angeles,  
• POS 
• Public relations and influencer support  
• Social content 
• Fans are invited to celebrate the launch of the new premium vodka by sharing the #smooovest things in their world on Instagram 

White Claw partnered with VCCP, Edelman, and Hayworth to bring this campaign to life.