JB Smoove only
drinks THE WORLD’S
SMOOOVEST VODKA
This is what happens when a new White Claw Vodka campaign sparks a joke, then sparks an even newer campaign overnight with the guy who made the joke.
Where to begin? From the beginning. After years of dominating hard seltzer, White Claw launched its first spirit. It was a vodka so smooth that they coined a new way to describe it—the World’s Smooovest Vodka. This led to a nationwide OOH campaign introducing the first Smooove vodka, before it was completely overhauled.
As luck would have it, it caught the eye of the world’s smooovest man, aka JB Smoove from Curb Your Enthusiasm, who joked about being the new spokesman. The cheeky post led to the development of a new integrated campaign overnight with him as the frontman for White Claw Vodka. Even more lucky, he loved it and we made it happen.
The tone, aesthetic, and voice of the brand quickly adopted the sensibilities of JB, leaving many to question: did JB Smoove inspire the vodka? Or the other way around? Across national broadcast, OOH, radio, social, and more, each piece was almost an extension of JB himself, declaring the clever truth that JB Smoove only drinks the World’s Smooovest Vodka.
White Claw’s expansion into spirits didn’t stop at pure vodka. They created various flavored vodkas, as well as a range of canned vodka+soda, which we pivoted to embrace the World’s Smooovest Vodka campaign with JB Smoove.
