TRULY HARD SELTZER | THE GOLD EXCHANGE

Copywriter: Dan Freeda • Art Director: Christian Maine de Biran • Jr. Copywriter: Julia Heydemann • Creative Director: Ilana Wolstein • Senior Designer: Sophia Del Plato •  ECD: Devon Hong • Group Creative Director: Peter Wood • Agency: 360i

To build buzz for new Truly Tea — the gold standard of hard tea — we launched The Gold Exchange, a digital shop where Drag Race legend Monét X Change exchanged internet gold for Truly gold aka Tea.

We created teasers, posters, and additional social content encouraging fans to post their internet gold.

The shop then opened to the public for a live stream, where Monét appraised their content like only she can…all tea, no shade.

All in all, the stream brought in more than 1M viewers, a whole lot of UGC (mostly dogs and drag), and an angry note from a fan who’s sunset photo was mistakenly thought to be a stock photo and subsequently read for filth. ¯\_(ツ)_/¯

Press: Adweek