Unifying Male C-Store Shoppers with Their Go-To Summer Seltzer

AUC cracked open Truly Hard Seltzer’s summer, boosting convenience channel sales 42% by funneling male shoppers through a targeted media plan. 

Even though Truly was a household favorite in the growing seltzer category, there were still gains to be made, especially in the convenience channel, which over-indexes in male shoppers.

Our custom, channel-focused media plan’s highly targeted approach delivered trip-driving digital content and incentivized offers through six conversion-focused media partners. We served the right content to the right people at the right places and times, sending male drinkers to c-store coolers for Truly all summer.

Our contextual creative moved shoppers: starting at OOH with c-store locators, utilizing targeted push notifications to keep Truly top-of-mind, and converting at c-stores with bold Gas Station TV ads, signage and cooler takeovers.

Our precise plan blew past awareness and conversion goals with a whopping 42% increase in sales and 645MM impressions. For Truly, we created a unified front at c-stores to make them the seltzers of summer.  

RESULTS

Clear and effective creative with C-store channel-specific shopper communication resonated with our audience and drove high engagement across our shopper media partners. Our program not only delivered 645MM campaign impressions across our partners, but drove increased purchase intent, incremental sales, foot traffic and units moved.

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RESPONSIVE DIGITAL MEDIA

ON THE MOVE

Digital OOH launched a store locator on shoppers 'phones, targeted push notifications followed up with offers, and contextual messages in gyms and salons drove home RTBs.

645MM

Total impressions served (all partners)

2.3 pts

Closed the share gap between C-store and large format

14.2x

Push notiications drove 14.2x purchase intent lift (3.5x to platform benchmark)

42%

Growth on new items and +3% on core, while the rest of the US declined -2% in sales

+10%

Unit growth on featured brands at Walmart

4.9%

Dollar share increase

C-STORE

The Truly Summer C-store was successful in driving ocnversion and awareness for C-sotre shoppers during the summer drive period, surpassing vendor benchmarks across nearly every media partner.