Borrowing elements of sneaker drops, we tapped 12 artists to help create special edition boxes of Truly commemorating Truly’s 12 updated “crisper” flavours. Once the boxes were produced, they were sent to influencers and select Truly fans who then shared their latest pick up on social. Demand was so high from fans to be able to purchase the boxes, we were able to continue the campaign for another Truly launch coming in February 2020.
