Marketing in the News - Truly Hard Seltzer
Truly hard seltzer are one of the many new hard seltzer waters to take the market after the iconic "White Claw" that has taken the U.S.A by storm. Recently, Truly just released there first ad since the Coronavirus pandemic began back in March. Truly also chose to release this new ad in Times Square during New York City pride week. This companies first major slogan promotes consumers to be true themselves, be proud of individuality and to "Live Truly".
In this article posted MarketingDive.com, they break down some of the major key elements that are put into this 30 second ad. First off by associating their ad release with New York City Pride, the company indirectly gets coverage and is targeting a specific crowd. Although the company doesnt directly come out and support gay rights with the content of the video, most companies that associate themselves with movements such as Pride tend to plan releases that coincide with events. Secondly, this being the first major ad of the company since the Coronavirus pandemic and now that lock-down's, social distancing, and businesses have calmed down a bit, whether it be for good or bad, the company felt it was a good time to release an ad along traditional marketing plans. The video shows the participants out in public, going out, celebrating, and having a great time which is exactly what many people in this country are currently wanting to experience. Finally, Truly hard seltzer wants to spread the message of individuality and being yourself. A great message that many people find difficulty with doing, and the ad is a way to connect with people who are looking to do just that.
Although the message of the video seems redundant, the value proposition of the company is to simply "live truly" and live to yourself. Go out, have a good time, and be the best you. Although, this alone is one of the challenges the company are facing. The country has recently just had a sky rocket in mental health issues since the pandemic, and not including the sickness alone, people may or may not be ready to go out and be themselves currently. Overall, I think this marketing approach is a nice upbeat pacing compared to a lot of the somber and intense ads that tend to be the focus right now. Companies letting you know they are there to suffer with you in these difficult times dont sit well with many people, and an ad that is the opposite of this message is refreshing.
Overall, I think the marketing decision this company went with is something I'd agree with and also follow suit with. Right now, people are wanting things to go back to normal for better or worse. A company that can recognize this is one that will help reap the profits of changing the pace.
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