Truly Hard Seltzer is joining forces with Dua Lipa to launch the brand’s No One Is Just One Flavor campaign. The campaign celebrates the unique flavors of Truly and the unique sides to each one of us, starting with Dua Lipa.
The campaign will debut May 22 with a TV spot on Saturday Night Live. The spot was produced by Goodby, Silverstein & Partners and directed by world-renowned photographer and director David LaChapelle, and brings viewers into a joyous world full of flavor, with rich imagery and animation.
“To me, No One Is Just One Flavor means that we all have many facets,” said Dua Lipa. “There are so many different parts of us that make us unique – whether that’s speaking different languages, your job, or where you call home. All those tiny little parts, those tiny flavors, make you who you are – and we should celebrate that!”
No One Is Just One Flavor stems from the “insight that Truly’s drinkers crave flavor and variety in everything they do – from experiences to their beverage choices,” says the brand. “Our drinkers are authentically true to themselves and proud to show off the many flavors that make them who they are,” explains Truly VP Don Lane. “No One is Just One Flavor is a rallying cry to encourage our fans to keep fearlessly exploring the many distinct sides of themselves, because it’s these unique qualities that make life fun, interesting, and joyful.”
In addition to TV, No One Is Just One Flavor will be supported by Truly’s biggest media investment ever and fully integrated across out-of-home, point-of-sale, digital and social. Drinkers will be invited to show off their own distinctive personalities through Instagram-able outdoor activations in New York City and Los Angeles. Each installation will feature hundreds of fractalized mirrors that will generate thousands of angles and reflections for passersby to interact with and share via social media.
“In this rather polarized day and age, Truly has opted to openly celebrate the many sides of all of us. It’s a big, open-armed gesture of acceptance that is really needed right now,” said Jeff Goodby, Co-Chairman and Partner of Goodby, Silverstein & Partners.
The brand’s partnership with Dua Lipa stretches beyond her appearance in the TV spot. She’ll be featured in social, digital, and out-of-home, as well as point-of-sale, where Truly drinkers will have a chance to win more than $1 million in concert prizes, including VIP experiences to meet the pop star and attend a performance this Fall. The campaign will also include “Truly Inspired,” a 2021 summer content and livestream concert series produced by Live Nation featuring artists hand-picked by Dua.
Earlier this month, Truly announced the release of Truly Punch Hard Seltzer. Available in Fruit, Citrus, Tropical and Berry flavors, the new variety pack blends the familiarity of traditional punch seltzerized with fruit flavors.
For more information, head over to Truly’s official website.