• by P.J. Bednarski , July 10, 2020

Truly, the spiked seltzer from Boston Beer Co., has just kicked off a new TV, digital and out-of-home campaign for the summer, coupled with an art platform, Truly Originals, that helps the Artist Relief Project. 

The new commercials --  "Entrances," “DayParty,”  “Reflections “ and “Late Night” -- were directed by Malia James, known for directing music videos for artists like Halsey and Rita Ora. 

What’s different is in the eye of the viewer, but the new spots seem more fast-paced and frenetic than a lot of seltzer commercials. And in the instance of “Entrances,” it taps into a more urban streetscape than most seltzer commercials, which usually put the party on the beach.

The campaign comes from Goodby, Silverstein & Partners.

Truly is the second-best selling hard seltzer behind White Claw -- but make that way, way behind, because White Claw has an enormous lead.

But all seltzers may be seeing a glimmer of hope. The newsletter BevAlcInsghts says, “While remaining the top hard seltzer brand, White Claw is starting to see competition from other brands” and category sales seem to have doubled over a year ago, creating avenues for competitors".  

Drizly, the ecommerce beverage site that publishes the newsletter, says “White Claw’s share of category has dipped to 59%, down from 71%. The current top five list also includes Truly (18%, Bud Light Seltzer (6%), High Noon (6%p), and Bon V!V (3%).” It concludes, “While White Claw should remain on every shelf where it can legally be sold, additional brands should also be stocked to add some variety for customers looking to try new options.”

Truly has added a nice touch with its concurrent Truly Originals campaign to help artists struggling through the pandemic. The brand partnered with  Max Loffler, Nikoo Bafti, Armando Veve and Merijn Hos to create one-of-a-kind designs inspired by its newest hard seltzer flavors. 

Those will appear in digital content and limited-release collectible items like T-shirts and prints. 

Proceeds go to the Artist Relieve Project, which is trying to help artists, musicians and performers hurt by the pandemic.