Truly Hard Seltzer begins Flavour Trail promotion
Alcoholic beverage brand Truly Hard Seltzer has begun a promotion in Toronto called the “Truly Flavour Trail.” The initiative takes the form of a free walkable outdoor art exhibition in the city’s Dundas West neighbourhood. The trail features original installations by five Toronto artists: Durothethird, Ness Lee, Maria Qamar, Lauren Pirie and Raquel Da Silva. The artworks will be located in participating bars and other local businesses for two weeks. A guide to the trail is available at <http://www.trulyflavourtrail.ca>.
The promotion, developed as part of a larger campaign by Arrivals & Departures, is intended to launch the brand in Ontario. The overall campaign, called “Y(our) Flavour Speaks for Itself,” began in April and will run until the end of July. It comprises online video, social media content and out-of-home advertising, as well as in-store materials at LCBO locations. Media work was handled by Media Experts, with PR by Craft Public Relations. Truly Hard Seltzer is produced by Moosehead Breweries.
“Truly recognizes that flavour isn't just how something tastes, but also a representation of self-expression, identity, passions and pursuits,” said Jessica Boland, marketing director at Moosehead Breweries. “A unique amalgamation of the things that makes you, you. We couldn’t think of a more fitting way to introduce Ontarians to the flavour of Truly than by working with these absolutely incredible artists to express their own flavour, ultimately inviting people to explore what flavour means to them.”