While Canada’s game is typically tied to beer, Truly Hard Seltzer is countering that perception with new work that ties into hockey fandom and ladders back to its NHL team-up.

Truly’s “For the True” hero spots show fans in paroxysms of goal-related glee. The Boston beer brand, whose marketing is handled in Canada by Moosehead, says its “true fan” messaging is that fandom is about a feeling.

“Truly recognizes that flavour isn’t just how something tastes, but also a representation of self-expression, identity, passions and pursuits, a unique amalgamation of the things that make you, you,” says Jess Boland, marketing director of Truly Hard Seltzer Canada.

Boland explains that the strategic approach is informed by brand research into hockey fandom, which reveals that about 40% of its target, doesn’t “fit into typical fan mold,” an audience that is diverse and which is interested in beverages beyond beer.

The league’s partnerships in marketing is often associated with beer sponsorships, so it was important for Truly to meaningfully insert intself into the conversation, Boland says, by being a bit more expressive and inclusive in its creative.

It’s the biggest ad spend the brand ever done, Bolland says.

In October, 2023, Truly Hard Seltzer and the NHL announced a multiyear Canadian partnership, naming Truly Hard Seltzer an official hard seltzer of the NHL in Canada, which was part of a move by the U.S-based brand to grow awareness north of the border. The brand is already engaged in a multi-year partnership with the Edmonton Oilers.

With the NHL’s support, For The True will also make its way into multiple channels within Truly’s paid media coverage, including digital, OOH and Digitally Enhanced Dasherboards (DEDs), which Boland says have had a “huge impact” especially in big-game moments.

Hockey fans across Canada will see the brand’s first NHL Canadian broadcast 15-second spot on TV this week, airing on platforms during the Stanley Cup Playoffs on Rogers Sportsnet, and on digital and social platforms for TSN, The Score, Reddit, Meta and Snapchat.

While the brand has been building its platform, below the line, it has also executed flash packaging on its national hero SKU, the Berry Mix Pack and has kicked off the playoffs in retail with custom Stanley Cup playoff x Truly cup gifts, with purchase in provinces outside of Ontario.

The agency partner Momentum Worldwide, Canada developed the platform, “For the True.” Media Experts is behind the buy.

This summer, there will be more messaging and functional marketing supporting product innovations. Boland promises that “For the True” will come back in a big way when hockey returns in the fall.