CHALLENGE

Truly had been ranked #2 in the category, but exponential category growth and an increasing number of new entrants were threatening its position.

Truly needed a new platform, a distinct POV, and a bold message in order to connect with drinkers and become #1 in the category.

CONTEXT

By 2019, hard seltzer had proven itself as the drink of the summer – and that it was here to stay. 

Truly came to us having never launched a large-scale, national campaign before. From its original packaging to its small-scale social campaigns, the brand had inadvertently pigeonholed itself as distinctly feminine and ‘bougie’. 

Meanwhile, leading competitor White Claw had adopted an edgy, black-and-white, surf-inspired look and feel that not only differentiated the brand from the rest of the category but also resonated with a broader, more evenly male and female audience.

Almost out of nowhere, White Claw had become humorously adopted into ‘bro culture’ and was taking off as an internet sensation - one that would be hard to catch up to.

AUDIENCE

To be the category leader, we needed to keep up with the cultural conversation by converting the unconverted and inspiring both closet hard seltzer drinkers and non-hard seltzer drinkers alike to choose Truly.

INSIGHT

Hard seltzer drinkers needed permission to drink proudly. 

We knew hard seltzer was stealing share from major beer, wine, and spirits brands, however, only 4% of households claimed they had ever purchased it (Nielsen).

After a deep dive into the Twitterverse, we learned that a LOT of people enjoy the refreshing taste and better-for-you benefits of hard seltzers — including men and older adults. 

‘Bros’ and Gen Xers still hadn’t given themselves permission to accept their love for the category in its entirety. When they did, they felt the need to wave their flag with heavy doses of irony.

STRATEGY

GIVE PEOPLE PERMISSION TO DRINK WHAT THEY TRULY WANT.

Through ample comedy and a dose of irreverence, we aimed to give closet and curious hard seltzer drinkers permission to say sayonara to their former favorites and champion Truly as a refreshing new choice.