THe situation
America was thirsty for Hard Seltzer. TRULY was proven to be a leading brand in the growing category, with huge co-ed popularity. But there were gains to be made with male drinkers in the C-store Channel where White Claw outpaced Truly with 2 out of every 3 purchases in the category.
THE solution
Go “Flavor Forward”, and help drinkers break the White Claw habit by surrounding competitive White Claw Social Connectors with increased messages around key occasions that positions TRULY flavors as the right choice for connecting with your friends all summer long.
GSTV content drove conversion at the gas pump.
THE RESULTS
· 600mm+ impressions
· 3M+ store visits in the desired C-store channel
· Creative campaign exceeded benchmarks across measures for lift, click through rate and add to cart
WHAT I LEARNED
Working closely with the conversion media team to optimize messages for daypart, consumer and even states of activity was a big unlock for future campaign optimization
Maybe we did “too” good a job with flavor-forward messaging – data the following year revealed that some Hard Seltzer drinkers avoid TRULY because of a perception it has too much flavor. Shrug emoji!