Sharp sprung into action, knowing the best way to secure coverage was to get product in the media’s hands, starting first with Truly’s newest offering — the Tropical Mix Pack. New product news is always helpful to get the media’s attention, but the team thought outside the box, inserting Truly into their summer drinking repertoire and leveraging Truly’s wide variety of styles as the ideal choice for sessionable drinking. The team kept the momentum up by using key moments (i.e. July 4th, Summer Solstice) and honing in on product attributes (i.e. 13 flavor varieties, low ABV%, low sugar, and low carb attributes). To supplement outreach efforts, Sharp brought the spirit of summer to editors' desks and into publishing houses giving them a head start on their weekend celebrations. Weekly variety pack product mailings complete with all the essentials needed for a great day at the beach and themed “happy hours” gave the office summer vibe a whole new meaning. Editors at top-tier lifestyle outlets such as Real Simple, InStyle, and PopSugar couldn’t get enough, praising the refreshing hard seltzer and noting they were jumping aboard the hard seltzer bandwagon.