Truly Hard Seltzer is bringing a zero-gravity pop-up bar to life. The alcohol company’s newest marketing move will allow consumers to visit a “microsite” (essentially a niche website) to talk about why they love Truly for a chance to win one of five spots for the Truly Zero Gravity Bar, located on a specialized Boeing-727 operated by Zero-G called the “G-Force One.” The winners of this contest will also be provided with a hotel stay, $500 in cash, and a “post-flight reception” at the Truly innovation lab in downtown Los Angeles. This campaign aims to set Truly apart from the rest of the many hard seltzer brands on the market and to hone in on their “light, fun, and joyful” brand positioning. YPulse research shows that while the younger gens are more sober curious than those before them, Truly still ranks number eight amongst Millennials’ top 15 alcohol brands, positioning it well to pique their interest with an experience. (Marketing Dive)
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