Truly Hard Seltzer has rolled out a new brand platform to reach hockey fans who want to drink something other than beer while watching their team play. The platform builds on the multi-year partnership Truly signed with the NHL in October to become a league sponsor.
The “For The True” platform is supported by an integrated media plan, which includes the NHL’s Digitally Enhanced Dasherboards. The boards replace physical in-arena ads (rink boards) with static and animated spots that play during games, allowing the NHL and its partners greater control over what is shown on the boards and when.
Truly is also launching OOH advertising in Ontario and running videos on TSN, as well as on TheScore, Reddit, Meta and Snapchat. All of the ads show NHL fans celebrating their teams’ victory with Truly’s low-alcohol drinks. Media Experts handled the media buy, while Momentum Worldwide was in charge of the creative.
Jess Boland, marketing director for Truly Hard Seltzer, tells MiC that the media plan is meant to maximize reach with NHL fans across broadcast and digital.
“We strategically aligned our online placements where fans are going to watch their favourite NHL-related content such as game highlights and updates. We see that the users are way more engaged within these spaces,” she adds. “We are also able to connect with fans who may not have been able to tune into the specific game and are seeking updates outside of traditional broadcast.”
Boland says the team secured OOH boards in regions that are within proximity to retail stores to drive purchases. “We also wanted to align our placements with big cultural moments that are relevant to the NHL, like the All Star weekend,” Boland adds. “By doing this, we are able to be present and help build off of the hype surrounding these types of events, expanding outside of just the regular season.”
NHL fans are the ideal target to highlight the brand in the Canadian low-alcohol soft drink market, according to Boland. “We know almost half of Canadians are tuning into NHL games throughout the year and we want to be part of that experience. It was important for us to find a meaningful way in, one that reflects our brand values and positioning, while disrupting what has traditionally been a space owned by beer.”
Boland says the team also conducted research with Canadian NHL fans, which showed that 40% of the audience, especially men and women 35 years old, believe they don’t fit the mold of the typical beer-drinking fan. “From there, we knew what our role was and our way in, and that was to be the mineral water brand that enhances the taste expression of every NHL fan.”
The NoLo (no and low) alcohol space has been growing, with increased demand leading to new products and campaigns. A report from The IWSR published last year shows that there is a trend toward conscious drinking in Canada, especially among millennial drinkers. The study also revealed that the NoLo alcohol category is forecast to grow globally 6% between 2023 and 2027, led by non-alcoholic products at 7%.
