No One is Just One Flavor™ Campaign

While experiencing huge growth in 2021 / 2022 we knew we needed to strengthen the Truly brand to not only sustain our share of the market but become #1. The pandemic brought its own set of challenges and brought forward consumer needs that had yet to be met by existing products. Keeping in mind our goals for growth and the socioeconomic state of the world, we created the No One is Just One Flavor campaign.

Collaborated with:

Director of Marketing
Director of Media
Creative Director
Art Director
Associate Art Director
Designers (Internal + External)
Social Media Managers Co-ops
—
Goodby Silverstein & Partners

Timeline 8 months (ongoing)

Tools Photoshop, InDesign, Illustrator, After Effects

Role Senior Visual Designer

Campaign Origin

No One Is Just One Flavor™ started with another name: Live Truly.

After the first wave of pandemic we needed to create a fun, energetic campaign to welcome drinkers back to society. We didn’t have to cast the concepting net too wide; we had an idea of what we wanted and a tight deadline to bring it to life.

2021 Live Truly® POS (Core)

How does this campaign fit into the brand?

New products are introduced to the campaign

The Live Truly® campaign was such a success across print that it was not only expanded across all platforms but was also integrated into the launch our new products. Around the time we were finalizing concepts across all of our 16 core products we took on the task of introducing our new product launches, Truly Lemonade and Truly Fruit Punch, into the campaign.

Round 1 (Live Truly® New Product Launch)

Feedback Loop Round 1

After presenting our first round we knew there were a few things that needed to be improved upon.

• Cannibalism of the original core products. We changed up the gradient treatments but were worried there still wasn’t enough distinction between our original flavors and the new products. We wanted to promote the new products while avoiding any dilution of the originals. This included thinking of new taglines to match the personality of each new product launch as well as taking a second look at the design.

• Flavor spectrum wasn’t apparent enough. Part of the draw that consumers have to Truly is the diversity of both flavor selection and the intensity (or lack thereof) flavor. Iced Tea, Lemonade, and Fruit punch each fall into a different range of flavor intensity which wasn’t being implied in the current POS.

• Case studies showed that variety packs perform best off-premise. The final fix we had to incorporate was our new finding that variety packs (12 packs of 4 flavors) was our #1 skew. Instead of designing with one flavor in mind we had to figure out a template that incorporated 4 flavors and their respective colorways.

Round 2 POS (Live Truly® New Product Launch)

Feedback Loop Round 2

No One is Just One Flavor is introduced

• Bridging the gap between product and consumer. We cast the net wide in establishing personalities both in design and copy-write, now it was time to reign in and make a cohesive campaign. Our flavors are as unique as our customers so why not highlight that? Part of the success of Truly has been the diverse audience we’ve been able to market to so we decided to focus on that aspect in the campaign.

Final Round POS (No One is Just One Flavor New Product Launch)

Bringing No One Is Just One Flavor Online

Using the assets we created for print we transferred our ideas to socials, partnerships, advertising and our own website.

From here on out let’s take a closer look at the process of the Fruit Punch buildout.

Mapping out the Shopper’s Journey

Part 3: Shop (Near store)

By marketing through third party apps such as Gasbuddy we’re able to reach shoppers as they head to the store and propel us to be top of mind.