With the hard seltzer market erupting, Truly Hard Seltzer deemed the summer of 2019 the “season of hard seltzer” and approached Sharp to help the brand break through the clutter to stand out from the competition. The goal: generate significant earned media coverage and grow share of voice — fast. Sharp focused in on an aggressive, stand-out news bureau centered on key product attributes and lifestyle moments to keep Truly top of mind with media — and stocked in the country's coolers all summer long.
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.
Throughout the summer season, Sharp sampled more than 1,000 cans of Truly via product mailers, happy hours, and general sampling efforts, which resulted in over 40 quality product and trend placements garnering more than 200 million impressions. Placements for the Tropical Mix Pack launch and timely coverage moments were seen in top-tier food and lifestyle publications including Fortune, PopSugar, Food & Wine, Delish, EatingWell, Best Products, Elite Daily, Women’s Health, and Good Housekeeping. While many believed hard seltzer would come and go, the now billion dollar industry has made a significant imprint, and Truly continues to see rapid growth. As of September 2019, sales of the variety pack were up nearly 65%.