Drink What You Truly Want – Truly Hard Seltzer | Clapboard Ad Archive

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Drink What You Truly Want - Truly Hard Seltzer | Clapboard Ad Archive

Drink What You Truly Want, the 2019 campaign from Truly Hard Seltzer via Johannes Leonardo, signals an assertive move into the crowded alcoholic drinks arena by dissecting consumer behavior with a blend of humor, relatability, and celebrity power. Positioning Keegan-Michael Key as the campaign’s central creative device, the work deploys his charisma and comedic timing to advocate for personal choice in beverage selection, punctuating the notion that hard seltzer should be more than a category trend — it should be a reflection of genuine preference. The campaign’s core film assets, notably the brisk and witty Chair spot, leverage Key’s mainstream recognition to serve as a cultural shortcut, immediately framing Truly as an option unburdened by legacy beverage conventions. Rather than over-indexing on product attributes or category tropes, the creative strategy leans into contemporary tastes and the universal urge to abandon pretense, aligning the brand with a modern audience that values authenticity and fun. This approach aligns with what Clapboard’s taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities, ensuring memorability through a familiar face who stands for the brand’s ethos in every scene. Johannes Leonardo navigates the genre with control, avoiding over-familiar stylings of beer advertising and instead allowing Key’s playful solutions for old drinks to punctuate the campaign’s central idea: you are free to drink what suits you, and the brand you reach for should reflect who you are now, not who you were before hard seltzer arrived. The visual language is crisp yet approachable, combining physical comedy with subtle cues that invite viewers to reevaluate entrenched habits, and the succinct 15-second runtime of the Chair spot typifies modern, attention-oriented storytelling without sacrificing personality. By resisting overwrought narratives and centering on Key’s distinct delivery, the campaign forges a new space in the alcoholic drinks market that is unmistakably contemporary, self-aware, and unapologetically light-hearted. The campaign earns 54/100 in Clapboard’s global creative archive. At a time when consumer loyalty is driven by personality and relevance as much as liquid credentials, this campaign demonstrates how anchoring brand promise in cultural specificity and celebrity voice can swiftly recalibrate category norms.

Credits

Client

Truly Hard Seltzer

Agency

Johannes Leonardo, USA

Category Mind Map

48%

The "Drink What You Truly Want" campaign for Truly Hard Seltzer, launched in the United States in 2019, centers on a brand proposition that emphasizes personal choice and authenticity in beverage consumption. By positioning Truly Hard Seltzer as a drink that aligns with one’s genuine preferences, the campaign underscores the brand’s value of providing a refreshing, low-calorie alcoholic option that caters to consumers seeking a lifestyle drink that fits their individual tastes and desire for simplicity. This message aims to differentiate Truly from traditional alcoholic beverages by highlighting freedom from conventional drink norms and encouraging consumers to "drink what they truly want." Strategically, the campaign leverages humor and relatable scenarios, as exemplified by using actor Keegan-Michael Key in a short film that creatively repurposes old or unwanted drinks, reinforcing the idea of moving on to something more satisfying and authentic. This approach targets a younger, health-conscious demographic that values both authenticity and convenience—attributes increasingly important in the alcoholic drinks market. The creative angle blends lifestyle relevance with a lighthearted tone, making the brand approachable and engaging while subtly addressing common frustrations associated with standard alcoholic beverages. By focusing on choice and individuality, the campaign taps into cultural trends favoring customization and wellness, positioning Truly Hard Seltzer as a modern alternative aligned with contemporary consumer values.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. The campaign centers on Keegan-Michael Key, an instantly recognizable celebrity, as indicated in the YouTube description. His presence is essential to the creative device: Key humorously finds an alternative use for old drinks, directly supporting the tagline, "Drink What You Truly Want." Rather than focusing on a dramatic story arc, direct demonstration, or exaggerated symbolism, the campaign leverages Key’s appeal to drive memorability and relevance for Truly Hard Seltzer. This aligns most closely with the Ongoing Characters or Celebrities format, which relies on a prominent figure to deliver the brand message in a unique, attention-getting way. The use of Key’s persona helps create brand distinction and encourages audience recall, matching the intent and structure defined by Format #8. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. White Claw – Market Positioning White Claw is positioned as the pioneer and market leader in the hard seltzer category, emphasizing a clean, simple, and refreshing lifestyle choice. It targets millennials and health-conscious consumers with low-calorie, gluten-free beverages that promote fun and social experiences without compromise. 2. Bon V!V Spiked Seltzer – Market Positioning Bon V!V differentiates itself by highlighting its use of real vodka and premium natural ingredients, appealing to consumers seeking a sophisticated, adult-oriented alternative to traditional hard seltzers. It aligns with a vibrant, social lifestyle focused on flavor and quality over quantity. 3. Vizzy Hard Seltzer – Market Positioning Vizzy strategically positions itself as a hard seltzer infused with antioxidants from superfruit extracts like acerola cherry, targeting health-aware consumers interested in functional benefits alongside their beverage choice. It blends health trends with approachable flavors for the on-the-go lifestyle. 4. Bud Light Seltzer – Market Positioning Bud Light Seltzer leverages the trusted Bud Light brand heritage to capture beer drinkers entering the hard seltzer space, emphasizing a crisp, easy-to-drink option with widely distributed availability. It focuses on broad market appeal through familiarity and reliability. 5. High Noon Sun Sips – Market Positioning High Noon stands out by using real vodka and real fruit juice, marketed as a premium, authentic, and flavorful seltzer experience. It appeals primarily to a slightly older demographic seeking a higher-end, cocktail-inspired alcoholic refreshment with an emphasis on natural ingredients.

Q: What is Drink What You Truly Want about? A: Drink What You Truly Want is a 2019 campaign created by Johannes Leonardo for Truly Hard Seltzer, launched in the United States and focused on the Alcoholic Drinks market. The campaign centers on a series of film assets, most notably featuring Keegan-Michael Key in a humorous role that reimagines what to do with old beverages, reinforcing the message that consumers should choose what they genuinely want to drink. With five distinct media assets, the campaign leverages relatable humor and celebrity presence to position Truly Hard Seltzer as the authentic, refreshing choice for a contemporary audience. Q: What creative device does Drink What You Truly Want use? A: Drink What You Truly Want employs the Ongoing Characters or Celebrities creative format, as defined by Clapboard's 12-format taxonomy (Format #8). The campaign’s central device is the use of Keegan-Michael Key, a recognizable celebrity, whose persona drives memorability and brand recall. Rather than relying on narrative arcs or direct product demonstrations, the campaign leverages Key’s humor and approachability to deliver the brand message in a way that stands out in the crowded hard seltzer category, aligning with Clapboard’s classification of celebrity-led advertising. Q: What is the campaign proposition for Drink What You Truly Want? A: The campaign proposition for Drink What You Truly Want is rooted in the idea of personal choice and authenticity in beverage selection. Truly Hard Seltzer positions itself as a refreshing, low-calorie alcoholic option that aligns with individual preferences and a desire for simplicity. By encouraging consumers to move beyond conventional drink norms and embrace what they truly want, the campaign targets a younger, health-conscious demographic seeking both authenticity and convenience. This strategic positioning differentiates Truly in a competitive market by tapping into cultural trends around customization, wellness, and lifestyle relevance. Q: How does Drink What You Truly Want rank in Clapboard's archive? A: Drink What You Truly Want holds a Clapboard Campaign Score of 54/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards. Q: Who are the competitors in Truly Hard Seltzer's category? A: In the hard seltzer category, Truly Hard Seltzer competes with several prominent brands. White Claw is recognized as the market leader, emphasizing a clean and refreshing lifestyle for health-conscious millennials. Bon V!V Spiked Seltzer distinguishes itself with real vodka and premium natural ingredients, appealing to those seeking a sophisticated alternative. Vizzy Hard Seltzer targets consumers interested in functional benefits with antioxidant-infused flavors, while Bud Light Seltzer leverages brand familiarity to attract beer drinkers exploring seltzers. High Noon Sun Sips positions itself as a premium option with real vodka and fruit juice, catering to consumers seeking authenticity and elevated flavor.