How do you bring authenticity to a brand's voice?---------------- By letting the community do the talking.Truly Hard Seltzer
True That
360° campaign
THE STORYInstead of trying to build on new messaging, we used what Truly customers already knew. By bringing authentic tweets into equally authentic moments, our audiences would recognize themselves so fast that all they’d be able to say is “True that.” Because sometimes the best line isn't written. It's overheard.We also wrote and recorded custom music that put the brand at the forefront and made our target audience feel seen (and heard), which went on to garner thousands of plays on both Spotify and TikTok.
Out-Of-Home
Social
Truth Or Twist
collaboration/activation
With the success of the ‘True That’ campaign, the holding company for Truly Hard Seltzer— Moosehead Premium Beer Company wanted to expand the sentiment to another one of its exciting subsidiary brands: Twisted Tea. Knowing that Twisted Tea lives for ‘good times with a twist’ and Truly drinkers love small get-togethers at home with friends, we created a co-branded card game that came with the purchase of either product and an AR lens that speaks to the truths of both audiences.
Awards
Finalist - The Shorty Awards (2023)
CW - Tyler J. Edwards
AD - David Lopez
AD - Ashley O’Driscoll
CCO - Jeff MacEachern