FIRST WEEK
SOLD OUT
IN SEVEN
MINUTES.
A brand-owned pop-up in Dublin that became global best practice for White Claw markets worldwide. Three weeks. Thousands of consumers. One immersive experience they couldn't forget.
THE CHALLENGE
White Claw wanted to connect with their Irish audience in a memorable way. Show them what the brand is about while driving product trial in a crowded market.
But Irish consumers were already drowning in hard seltzer options. Another sampling campaign or branded event wasn't going to break through. White Claw needed something that would make people choose them, remember them, and talk about them.
The challenge was creating an experience that felt authentic to White Claw's brand, delivered genuine value to consumers, and generated the kind of momentum that would carry beyond the event itself.
THE APPROACH
Headcase designed and activated an integrated product trial, brand experience, and content campaign centered around a brand-owned pop-up property in Dublin City.
Over three weeks, we treated consumers to an immersive brand experience with food, drink, and entertainment. From the can crusher to the immersive wave room, every detail was designed to tell the brand's story.
We hosted events with District magazine, Tara Kumar, Izzy Healy, and other cultural partners. Each collaboration brought a different audience into the White Claw world, creating multiple entry points for discovery.
The strategy combined online, offline, social, and PR efforts to amplify reach far beyond the physical space. Content captured at the pop-up traveled across channels, extending the experience to thousands who couldn't attend in person.
THE WORK
Immersive Brand Experience
The pop-up wasn't just a branded space. It was a fully realized environment where every element reinforced what White Claw represents. The wave room immersed guests in the brand's coastal aesthetic. The can crusher became a photo moment people couldn't resist sharing.
Food and drink pairings showed consumers how White Claw fits into their lifestyle. Entertainment kept energy high. The space felt less like marketing and more like discovering a place you wanted to come back to.
Cultural Partnerships
Partnerships with District magazine, Tara Kumar, Izzy Healy, and other cultural voices brought credibility and reach. These weren't transactional sponsorships. They were collaborations that gave each partner a reason to genuinely champion the experience.
Events varied in format and audience, creating multiple waves of interest over the three-week run. Each event generated its own content, its own social conversation, its own group of brand advocates.
THE RESULTS
The first week sold out in seven minutes. Combined online, offline, social, and PR efforts helped the campaign over-deliver on its targets across every metric.
The consumer response was immediate and overwhelming. Social content from the pop-up traveled far beyond Dublin, generating organic reach that multiplied the paid investment.
White Claw's global team took notice. The making of the campaign was shared as global best practice for White Claw markets worldwide. What started as a Dublin activation became a blueprint for how the brand shows up in new markets.
The pop-up proved that when you create genuine value and authentic experiences, consumers don't just show up. They sell out your inventory in seven minutes and tell everyone they know about it.
“From the can crusher to the immersive wave room, every detail was designed to tell the brand's story.”
— Andrew Casey, CEO, Headcase
“The perfect experience. The consumer response has been amazing.”
— Client, White Claw