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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Is Literature Losing a Battle with Commercial Monoculture?

As the world is being set up to facilitate frictionless commercial transactions between diverse cultures, is literary fiction losing its role? Continue reading at Publishing Perspectives

[ Publishing Perspectives | 2013-01-22 00:00:00 UTC ]
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3 Key Ideas from Digital Book World 2013

Looking back on this week's Digital Book World conference, we distill the event into three key ideas: price innovation, discoverability and authenticity. Continue reading at Publishing Perspectives

[ Publishing Perspectives | 2013-01-18 00:00:00 UTC ]
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3 Key Developing Book Markets for Publishers to Watch in 2013

Korea, Indonesia and Turkey are well positioned to take advantage of the growing interesting in developing book markets from Western publishers in coming years. Continue reading at Publishing Perspectives

[ Publishing Perspectives | 2012-12-17 00:00:00 UTC ]
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Amazon wins EU ebook pricing battle with Apple and major book publishers

The European Union has accepted an offer from Apple and four major publishers to reduce pricing restrictions on content offered at Amazon and other book-sellers. After being caught out by the EU, we heard that the offer was likely to be adopted last month, and the commission has now confirmed... Continue reading at Engadget

[ Engadget | 2012-12-13 00:00:00 UTC ]
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Hot Key launches writing project

Hot Key Books has launched a free interactive writing project, "Fleur Hitchcock's Story... Continue reading at The Bookseller

[ The Bookseller | 2012-12-11 00:00:00 UTC ]
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Young writers picked for Guardian/Hot Key comp

Ten young writers have been shortlisted for the Guardian Hot Key Books Young Writers Prize, with... Continue reading at The Bookseller

[ The Bookseller | 2012-12-04 00:00:00 UTC ]
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Maureen Johnson to Hot Key Books

YA author and Queen of Teen 2012 Maureen Johnson is to be published by Hot Key Books. Editorial... Continue reading at The Bookseller

[ The Bookseller | 2012-11-30 00:00:00 UTC ]
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Hot Key joins the writers' workshop boom

Bonnier children's publisher Hot Key Books has become the latest publisher to join the boom... Continue reading at The Bookseller

[ The Bookseller | 2012-11-22 00:00:00 UTC ]
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Kitchen Battles

New York Times writers Julia Moskin and Kim Severson duke it out in their cookbook, "Cook Fight." Continue reading at Publishers Weekly

[ Publishers Weekly | 2012-11-19 00:00:00 UTC ]
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Hollis to replace Keegan at Faber poetry

Faber has announced the appointment of Matthew Hollis as its new poetry editor, replacing Paul... Continue reading at The Bookseller

[ The Bookseller | 2012-11-05 00:00:00 UTC ]
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Emerging Markets are Key to Penguin Random House Merger

Overlooked in the much of the discussion of the Penguin Random House merger is just how important Latin America, China and India are to the deal. Continue reading at Publishing Perspectives

[ Publishing Perspectives | 2012-11-01 00:00:00 UTC ]
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E.L. Doctorow, Michael Henry Heim Honored in 2012 PEN Literary Awards

E.L. Doctorow, Michael Henry Heim and many other poets, authors and translators were given awards and honored during the 2012 PEN Literary Awards. Continue reading at Publishing Perspectives

[ Publishing Perspectives | 2012-10-25 00:00:00 UTC ]
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Three debuts for Hot Key

Hot Key Books has acquired three debuts. Natalie Whipple's Transparent follows an invisible... Continue reading at The Bookseller

[ The Bookseller | 2012-10-19 00:00:00 UTC ]
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Interest Builds in 'The White House Boys'

A report by NPR about the history of abuse at Florida’s Dozier School For Boys that referenced Roger Dean Kiser’s The White House Boys: An American Tragedy has given a spark to sales of the three-year-old title. Continue reading at Publishers Weekly

[ Publishers Weekly | 2012-10-18 00:00:00 UTC ]
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Hot Key Books wins YA trilogy from Carey 

Hot Key Books has bought three books from Observatory Mansions-author Edward Carey, his first... Continue reading at The Bookseller

[ The Bookseller | 2012-10-11 00:00:00 UTC ]
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Matthewson joins Odedina at Hot Key Books

Emma Matthewson is joining Hot Key Books as editor-at-large, moving from her role as editorial... Continue reading at The Bookseller

[ The Bookseller | 2012-10-02 00:00:00 UTC ]
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Michael Joseph snaps up The Rosie Project

Penguin imprint Michael Joseph has snapped up an Australian debut novel which they describe as a... Continue reading at The Bookseller

[ The Bookseller | 2012-09-28 00:00:00 UTC ]
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Can a White Author Write Black Characters?

When a man routinely hailed as one of America’s “greatest living writers” publishes a new novel, one hardly expects it to draw reviews posing questions along the lines of “Can he do it? Can he actually pull it off?” Because when you’re Michael Chabon, Pulitzer Prize winner, the act of writing a... Continue reading at Slate

[ Slate | 2012-09-19 00:00:00 UTC ]
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Libraries battle with ebook publishers

Libraries are having to engage in new discussions with publishers and booksellers over electronic books, similar to those already settled in the printed-book world and with loans of CDs and DVDs, says Association of Public Library Managers chair Ian Littleworth. Continue reading at Stuff

[ Stuff | 2012-08-28 00:00:00 UTC ]
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Hot Key hires Orringer, extends digital

Hot Key Books has hired Amy Orringer as digital coordinator as the children's publisher... Continue reading at The Bookseller

[ The Bookseller | 2012-08-22 00:00:00 UTC ]
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