TRULY Hard Seltzer

TASK: Launch TRULY in Canada and grow sales in a category saturated with brands and flavours
STRATEGY: Establish differentiation by positioning TRULY as the “anti-White Claw” (the market leader)

PROBLEM: Seltzers are seen solely for their functional benefits - refreshing or full of flavour (but never both)
TRUTH: Good taste is the new status symbol, but only if it feels understated
PROPOSITION: With Truly, flavour is refreshing

RESULTS:
• +11% brand awareness
• +5% purchase intent
• +259% volume growth
• Secured distribution with the LCBO (Canada’s largest category retailer)
• 2022 Effie, bronze (1x) and finalist (1x)