Who doesn’t love a bilingual, dog mom, pop star who through dance and animation can show you that life (or specifically seltzer) is not just one flavour?
That is the theme of the new Truly Hard Seltzer campaign partnership with the Grammy Award-winning, global pop icon Dua Lipa.
The campaign, which will debut May 22 with a TV spot on Saturday Night Live, is set to her platinum hit “Physical” and is aimed at allowing viewers will see that Dua Lipa is more than a pop star. No One Is Just One Flavor will show she’s bilingual, a dog mom, and a yoga enthusiast.
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 flavour, 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 flavours, 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 flavour and variety in everything they do – from experiences to their beverage choices. “Our drinkers are authentically true to themselves and proud to show off the many flavours that make them who they are,” said 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 far 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 its biggest, boldest flavour yet, Truly Punch Hard Seltzer. Available in Fruit, Citrus, Tropical and Berry flavours, this new variety pack blends the familiarity of traditional punch seltzerized with explosive fruit flavours for the juiciest, punchiest hard seltzer experience yet.
With the addition of Truly Punch, there are now 27 Truly flavours – the most of any hard seltzer in the market – because Truly believes there should be a flavour for everyone and every occasion.
