Truly Adds Real Fruit Juice to Optimize Portfolio

Truly Hard Seltzer (Boston Beer) said it was adding real fruit juice to its best flavors.  "With more than 30 unique flavors, Truly now has more flavors made with real fruit juice than any other hard seltzer."

The campaign:  A new multi-channel campaign from Goodby, Silverstein & Partners includes "Our Best Flavors," a splashy, catchy 15-second spot featuring flavors from each pack, a trending track, and of course, real fruit, to queue fun and refreshment to air on linear TV nationally starting August 22. Out-of-home, social, influencer, and digital extensions will be live through the fall.

A complementary, 30-second online video disturbingly romanticizes the newest fans of Truly now made with real fruit juice: fruit flies. The twisted, tasty film and a behind-the-scenes video is available online at trulyhardseltzer.com/realfruitjuice.

Creative concept: "Truly fans crave easy-drinking hard seltzers to match the flavorful lives they live," says Matt Withington, Sr. Director of Marketing, Truly Hard Seltzer. "To capture the flavor optimization, we wanted to highlight Truly bursting with real fruit juice in a bold – and yes – buzzy way."