Truly enlists Keegan-Michael Key in a battle for seltzer supremacy against White Claw

Forget Coors Light versus Bud Light. The most compelling alcohol brand battle this summer is Truly against White Claw, the two dominant brands in the sizzling-hot alcoholic seltzer category. Neither is owned by brewing behemoths Anheuser-Busch InBev or MillerCoors, which have struggled to capitalize on seltzer’s astronomical growth. Truly, marketed by Sam Adams-maker The Boston Beer Co., is looking to build on its momentum with a major new campaign starring Keegan-Michael Key. Five 15-second ads go squarely after the beer, wine and spirits categories. In one ad, Key dumps a light beer into a plant before cracking open a Truly. “Find a new use for your old drink,” he says, before urging consumers to “drink what you truly want.” In another ad, he uses scotch to polish a chair. Other spots show him pouring whiskey on a grill, cleaning a car’s tires with vodka and dumping a bottle of wine down the drain so he can use the bottle to hold a candle. The campaign is by Johannes Leonardo, which was recently brought on to handle the brand. “There is a real truth in our message,” says Boston Beer Co. Chief Marketing Officer Lesya Lysyj. “It is actually what people are saying and what they are doing; they are switching from their old drink.” Hard seltzer has emerged as the biggest alcohol category disruptor in years, stealing share from long-established brands in other categories. Hard seltzer sales in stores soared by 187 percent to nearly $900 million in the 52 weeks ending July... Continue reading at 'Advertising Age'

[ Advertising Age | 2019-08-12 08:00:00 UTC ]
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Impress versus Ipso - get ready for another press regulation battle

What should we make of Impress, the from-left-field intervention in the press regulation saga?My immediate thought on reading Jonathan Heawood's article on Monday was that it was some kind of front organisation for Hacked Off.This was swiftly and strenuously denied by Evan Harris, associate... Continue reading at The Guardian

[ The Guardian | 2013-12-12 00:00:00 UTC ]
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Reading the New York Times Magazine isn't what it used to be | Michael Wolff

The magazine was once the most hotly anticipated Sunday read. Now it's been eclipsed by the showy T style publicationTwo magazines, both published by the New York Times, arrived in my house over the weekend, one thin, the other thick.The thin one, The New York Times Magazine, is largely about... Continue reading at The Guardian

[ The Guardian | 2013-12-09 00:00:00 UTC ]
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Remembering Peter Kaplan – and the late Renaissance of US journalism | Michael Wolff

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[ The Guardian | 2013-12-02 00:00:00 UTC ]
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ALA 2014 Preview: Check it out with Michael Kelley: A Deeper Dive

Can metered reading work for library ebooks? Maybe, maybe not. But the world of digital reading demands experimentation, and who better for publishers to experiment with than libraries? Continue reading at Publishers Weekly

[ Publishers Weekly | 2013-12-02 00:00:00 UTC ]
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Walkley: three key skills for the publishing future

George Walkley, head of digital at Hachette UK, has defined the three essential, bedrock skills... Continue reading at The Bookseller

[ The Bookseller | 2013-11-21 00:00:00 UTC ]
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Canongate signs Michael Gibney

Canongate has signed an account of life in a professional kitchen from New York chef Michael... Continue reading at The Bookseller

[ The Bookseller | 2013-11-20 00:00:00 UTC ]
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What’s the Key to Solving the Book Discoverability Problem?

Instead of mining data or listening to a chorus of friends, Describli founder Laura Fredericks says we should look at how people found books in bookstores. Continue reading at Publishing Perspectives

[ Publishing Perspectives | 2013-11-18 00:00:00 UTC ]
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Catching Up with Kobo’s Michael Tamblyn on New Content, Tablets

Michael Tamblyn, the Chief Content Officer at Kobo, offers an update on the ebookseller's magazine store, kids shop and international expansion. Continue reading at Publishing Perspectives

[ Publishing Perspectives | 2013-11-14 00:00:00 UTC ]
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Sharjah “Rights Souk” Fosters Key Partnerships on Geographic Fringe

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[ Publishing Perspectives | 2013-11-11 00:00:00 UTC ]
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Hilton Als blurs the lines in 'White Girls'

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[ Los Angeles Times | 2013-11-08 00:00:00 UTC ]
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Five book fantasy series to Michael Joseph

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[ The Bookseller | 2013-11-01 00:00:00 UTC ]
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The Key To Productive Coffee Meetings

A coffee meeting is like a work date: It's you, them, and the potential for some sort of connection, or, as the MBA kids say, business development. However, unlike a date, you're allowed to take notes––and that can make all the difference. Why? Because as Behance founder Sean Blanda writes, the... Continue reading at Fast Company

[ Fast Company | 2013-10-30 00:00:00 UTC ]
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Conrad Murray, Michael Jackson's doctor, shopping memoir

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[ Los Angeles Times | 2013-10-29 00:00:00 UTC ]
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More Dawn O'Porter for Hot Key

Hot Key Books has signed a six-figure deal for three books from TV presenter and writer Dawn O... Continue reading at The Bookseller

[ The Bookseller | 2013-10-29 00:00:00 UTC ]
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Twitter spot for Hot Key

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[ The Bookseller | 2013-10-23 00:00:00 UTC ]
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Check It Out With Michael Kelley

The Belfer Audio Archive at New York’s Syracuse University houses one of the preeminent collections of historical sound recordings in the U.S. Continue reading at Publishers Weekly

[ Publishers Weekly | 2013-10-20 00:00:00 UTC ]
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November to be Michael Morpurgo month

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[ The Bookseller | 2013-10-16 00:00:00 UTC ]
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Donna Tartt and Michael Pietsch

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[ Slate | 2013-10-11 00:00:00 UTC ]
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