Case Study: Truly Flavored Vodka
PRODUCT LAUNCH
The Brief:
For the release of Truly Flavored Vodka, Truly’s first product expansion outside of the hard seltzer space, our objective was primarily to promote product education and awareness to people who may not yet know Truly had released a line of flavored vodka.
Our target audience was Truly Hard Seltzer drinkers interested in a higher ABV, as well as the larger demographic of vodka drinkers in the market for premium flavored vodka.
Our target tone for messaging and visuals was: premium, slightly more elevated than Truly Hard Seltzer.
The Strategy:
The main points of content strategy we wanted to hit were:
Vodka as more of a nighttime drinking occasion, versus the daytime occasion that we typically promote with Truly Hard Seltzer.
Showcasing variety and heroing the range of flavors inspired by Truly Hard Seltzer: Strawberry Lemonade, Wild Berry, and Pineapple Mango.
Nodding to the colorful brand world that Truly inhabits.
The Creative:
From a messaging standpoint, the copy direction we decided to go with was Drink In Full Color, both as a a larger brand play, nodding to Truly’s colorful brand world, as well as a nod to the bright colors of the product itself.
From a technical standpoint, we modeled all the bottles, and did all animation and lighting, in Cinema4D using RedShift render, with text animation, color grading, and finishing in Adobe After Effects.
We approached the visual world of the campaign with a darker and sleeker look than we typically apply to our Hard Seltzer products.
The darker lighting was our visual nod to the nighttime drinking occasion, and the use of neon colored lights was an additional way into the campaign tagline: Drink In Full Color.
This creative was concepted and executed entirely in-house.