White Claw and Cliq join forces to battle the friendship recession with ‘Find Your People’ campaign
Social connection at the heart of summer
White Claw is putting social connection at the heart of summer with the launch of its latest ‘Find Your People’ campaign, created in partnership with social networking app Cliq to help Brits meet new people, get together in real life, and live in the moment.
As a brand built around shared experiences, White Claw is on a mission to help create 50,000 new friendships this summer, using a series of partnership events designed to make meeting new people feel easy, fun and low-pressure.
The campaign comes as new research from White Claw’s Social Refresh Report reveals more than half of adults (52 per cent) say maintaining friendships feels like a “second job”, while 44 per cent feel burnt out from always being the one to reach out first. Despite 76 per cent of Brits believing social connection gives life purpose and meaning, adults spend just 34 minutes a day socialising — and only 14 per cent choose to spend their spare time with others, with hobbies and exercise often taking priority.
To help tackle the growing “friendship recession”, White Claw and Cliq have launched Find Your People, hosting events throughout the summer that encourage people to step out of routine, try something new and connect with like-minded people in the moment.
The campaign is supported by Olympic gold medallist and TV personality Sam Quek MBE, who joined White Claw and Cliq at a walk-and-talk event in London.
Sam Quek MBE said: “Making friends as an adult is actually wild. When you're younger, friendships just seem to happen, but as an adult you have to be much more intentional. I think we forget that meeting people is so much easier when the whole point isn’t just ‘meet people’ — it’s doing something you genuinely enjoy. It doesn’t have to feel like another job.”
The research also found 55 per cent believe being a good friend takes more effort than it used to, while 44 per cent crave deeper connections but feel too tired to do anything about it. A quarter of adults also admit they socialise less in person than they did a few years ago.
If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.
Published on: