Last week, Truly Hard Seltzer boasted a category-leading 27 flavors. Now, the number has shot up to 465.
That’s how many Truly flavor combinations are possible via a two-can “topper” now available at TrulyOriginals.com for $4.65.
Truly drinkers themselves “were really our inspiration for the Topper because they’ve been mixing flavors from different mix packs together for years and sharing their favorites with us on social media,” Lesya Lysyj, chief marketing officer for Truly parent Boston Beer Company, told Marketing Daily.
While a limited edition for now, the product could become permanent depending on fan reception, a spokesperson for Dentsu’s 360i noted.
360i, an addition to handling influencer marketer and a :17 launch video on Truly’ssocial and digital channels, was also responsible for the concept and design of the Truly Toppers and brought in 3D printing Tech to do the manufacturing .
Daniel Freeda, 360i associate creative director, said the agency worked on numerous prototypes of the product since May to ensure that “it was comfortable enough for anyone to hold two full cans with just one hand and easy enough to snap onto cans while still being tight enough to prevent leaks while being dishwasher-safe and BPA-free.”
The Truly Toppers can, of course, also be used with any skinny cans, Truly or not, but Lysyj says that’s okay: “If drinkers have tried all 465 flavor combinators with Truly and still want more, we welcome their creativity.”
While Truly has been affected by the downturn in the hard seltzer category, owner Boston Beer still expects 20%-25%, growth for the brand in 2021, President and CEO Dave Burwick said in announcing third-quarter results this fall.
So far this year, Burwick said, Truly has generated 54% of all hard seltzer category growth -- and “the second-highest household penetration in all of beer behind only Bud Light beer and ahead of all its other hard seltzer and beer industry competitors."