News | January 23, 2026

White Claw Teams Up with Please Don’t Destroy for Holiday Roast Campaign

This holiday season, White Claw teamed up with comedy trio Please Don’t Destroy to launch a limited-edition campaign built around a familiar truth: close friends roast friends.

The program introduced the Roast Host Collection, a lineup of holiday hosting essentials featuring tongue-in-cheek insults written by Please Don’t Destroy, alongside a digital Roast Generator that allowed fans to create personalized roast videos for friends and family. Two product drops sold out, while nearly 34,000 custom videos were created throughout the season.

The collaboration quickly gained traction across entertainment, culture, and marketing media. Coverage landed in outlets including People, Entertainment Weekly, BuzzFeed, Ad Age, Parade, and Trend Hunter, with multiple exclusive interviews publishing across late December and early January. In total, the holiday program generated 100 earned placements and more than 3.6 billion impressions, all with positive sentiment.

By pairing White Claw’s playful brand voice with Please Don’t Destroy’s sharp, internet-native humor, the campaign resonated beyond traditional holiday marketing. The result was a culturally fluent program that felt timely, self-aware, and highly shareable.

G7 supported the campaign by securing and managing the talent partnership with Please Don’t Destroy, helping bring the collaboration to life and ensuring the trio’s comedic voice remained central to the program.