ABOUT

As the hard seltzer brand committed to encouraging social connection, White Claw wanted to create a 2025 holiday activation that brought friends closer.

While most holiday campaigns talk about the same things: warmth, generosity, and picture-perfect togetherness, White Claw saw an opportunity to deliver something more authentic.

Because real friendship isn’t manufactured. It’s messy, unfiltered, and sometimes a little spicy. In fact, studies show friends who regularly roast each other are twice as loyal.

So we flipped the holiday script and helped close friends roast friends, with the White Claw Holiday Roast.

The White Claw Holiday Roast helped close friends roast each other.

We partnered with comedy trio Please Don’t Destroy to write and record hundreds of roast video clips, based on the top interests of our target audiences.

Then we loaded the video clips into a roast generator on our microsite.

Fans could enter their friend’s name, and select their interests. Then, within seconds, they’d receive a completely custom and personalized roast video to send to their friend, full of fun burns from the comedians.