Overview:

In the second year of our partnership with global pop icon Dua Lipa, we were looking for way to leverage her stardom in a way that felt organic and true to both her aesthetic as well as Truly’s brand identity.

It needed to be buzzy to capture headlines, it needed to have ways in that would work for our social channel, and it needed to work for in-store POS.

We introduced her as our Chief Flavor Officer for the launch of Truly’s new Poolside Pack. The below creative was the result.