THE TRULY FLAVOUR TRAIL

In the spring of 2022, one of North America’s most popular hard seltzers was finally launching in Ontario.

To help Truly stand out in a “sea of seltzers”, we needed to focus on what set the brand apart: its incredible flavour. But to Truly, flavour is more than how something tastes - it’s culture, identity and self-expression. So we asked ourselves: could we bring Truly’s flavour to the streets of Ontario by turning those streets into a showcase for flavour? 

The idea: The Truly Flavour Trail - a free, walkable, outdoor art experience in Toronto.

We commissioned five of the city’s most flavourful artists to “drop” original pieces of art at bars and businesses along Dundas Street West. As Torontonians walked the Trail, we invited them to consider the question: how do you let your flavour speak for itself?

Then we used the installations as the cornerstone for a fulsome communications plan that told the story of the launch of Truly through earned media outreach, influencer engagement and owned social media. The result? More than 20 million impressions in target-relevant outlets like blogTO, View The Vibe and Streets of Toronto - and an 11% increase in awareness for Truly across Canada.

Recognition

• Gold, New Product or Service Launch Campaign, CPRS ACE Awards

• Gold, New Product or Service Launch Campaign, CPRS Awards of Excellence

• Award of Excellence, IABC Gold Quill Awards