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Truly Spiked invented the Hard Seltzer category. It had a pure aesthetic which delivered against the health benefits of the drink. Low in calories and low in sugar. However, with the category on the rise, Truly found itself living in the shadows of other brands - which were more relevant and had more appeal.
The Truly brand was one dimensional; lacking a visual and verbal world meant it was neither engaging or inviting. Our brief was to make Truly meaningful. It needed to be distinctiveness to drive brand salience, and to be memorable.
It needed to inspire communications – and to encourage take-up in culture with attitude and character.
So, we used Truly as an adjective. Being open ended to inspire participation. With a distinctive and ownable typestyle.
Allowing endless expression for social media and inspiration for culture and comms. Creating a truth-telling equity from the brand’s black and white aesthetic. Bringing an attitude and conviction to flavour.