Ogilvy's account win comes as the hard seltzer category is struggling. Overall sales volume dropped 19% in the four weeks ending Dec. 10, according to a recent report from beer trade magazine Beer Marketer's Insights, citing Nielsen data. The Boston Beer Co.-owned Truly, which is second to White Claw in market share, sagged during the same period while White Claw continued to increase its hold on the category, according to the publication.
Truly launched its first spirits-based seltzer, Truly Vodka Seltzer, on National Vodka Day in October.
“We aim to bring fresh thinking to how Truly shows up in the world and are excited to kick things off with our new partners at Ogilvy,” Lesya Lysyj, Boston Beer Co.'s chief marketing officer, said in a statement.
Goodby Silverstein & Partners had worked with Truly since 2019, when the hard seltzer market took off.