Truly Hard Seltzer taps Keegan-Michael Key for campaign

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Truly Hard Seltzer taps Keegan-Michael Key for campaign

08/14/2019
Truly Hard Seltzer is channeling the laughs for its new campaign.

To bring on the funny, the Boston-based company has tapped actor Keegan-Michael Key, known for Comedy Central's "Key & Peele" and Netflix's "Friends From College," to star in its new campaign.

Throughout the five 15-second spots, Key encourages consumers to reach for a Truly beverage instead of a beer, wine or spirit by demonstrating new uses for them, the company said.

"We see a huge opportunity to grow Truly because, believe it or not, Truly is bigger than major beer brands like Stella Artois and Blue Moon, yet 4% of households have purchased hard seltzer," Lesya Lysyj, CMO at the Boston Beer Company, said. "Through this campaign, we are championing the idea of embracing Truly as a refreshing new choice compared to their old repertoire. Keegan-Michael Key brings levity and personality to the brand in a way that we think drinkers will connect with and will help us stand out in a meaningful way."

Keegan-Michael Key and his writing partner and wife, Elisa Key, were enlisted by Truly to help concept, write and develop each of the spots, the company said.

"I already enjoyed Truly, however, after working to bring these spots to life and learning more about the product and the team behind it, I've truly become a fan," Key said.

Those interested in seeing each of the spots can view them on Truly Hard Seltzer's website. They also will appear across cable networks, OLV and social media.