Truly Hard Seltzer, from Boston Beer Co (NYSE: SAM), is celebrating uniqueness in flavors and people via its largest media investment ever. The company has hired Grammy Award-Winning Artist Dua Lipa to launch the brand’s No One Is Just One Flavor campaign.
The campaign debuts this weekend TV spot on Saturday Night Live. In a statement, the Truly brand team points out that Dua Lipa is among other things, “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.
“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!”
“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 integrated campaign includes digital, out-of-home, point of sale, and social media spending.
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.
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 Lipa.
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