Truly and NHL join hands to celebrate hockey fans with a new brand platform in Canada

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. To introduce the partnership between Truly Hard Seltzer and the National Hockey League, agency partner Momentum Worldwide, Canada developed the platform – ‘For The True’. In a country where we live for hockey, we think we know what a ‘true fan’ looks like, but it’s more than just the jerseys you own or the tickets you buy. It’s a feeling, a way of life and should be celebrated, no matter your flavour of fandom.

With support from the NHL, For The True will also make its way into multiple channels within Truly’s paid media coverage, including Digitally Enhanced Dasherboards – the League’s advanced approach to dynamic dasherboard advertising, digital and OOH. Truly’s new platform is For the True hockey fans whose passion come in as many flavours as Truly Hard Seltzer’s own broad portfolio, from bold and intense to fresh and expressive. Airing April 22nd, hockey fans across Canada will see the brand’s first NHL Canadian Broadcast :15 spot on TV platforms during the 2024 Stanley Cup® Playoffs on Rogers Sportsnet and on digital and social platforms like TSN, The Score, Reddit, Meta and Snapchat.

“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 makes you, you,” says Jess Boland, Marketing Director, Truly Hard Seltzer Canada. “We couldn’t think of a more fitting way to kick-off our platform, than celebrating true fans who make hockey more than just a game, but a way of life.’ 

Patrice Pollack, SVP Executive Creative Director, Canada at Momentum Worldwide commented on the strategy and execution, saying “Every fan fans in their own unique way. Our research showed that fans want to see themselves better reflected. The creative glorifies micro moments that capture fans in pure and unbridled fandom. True fans, whoever they are and however they fan, put their heart on the line. We (Truly) are for them.”

Truly has been busy since becoming an Official NHL Partner. While the brand has been building its platform, it has also executed flash packaging on its national hero SKU, the Berry Mix Pack and kicking off playoffs in retail with custom Stanley Cup playoff x Truly cup gift with purchase.

Jessica adds, “We set an ambitious goal when we signed on to quickly establish our place in Canada’s game and couldn’t be prouder of our organization, partners, and agencies commitment to help us make that happen.”

“With this being Truly’s first Stanley Cup Playoffs as an NHL partner in Canada, we’re thrilled to bring to life Truly’s first fully integrated NHL brand campaign, which creatively speaks to fans during one of the most exciting times of our season”, said Nicole Lee, NHL Senior Director, Partnership Marketing. “The campaign illustrates the passion of our fans while cheering on their favourite teams, and we can’t wait to build more impactful NHL programming together in the future.”

The brand is excited to continue to evolve Truly’s connection with the NHL and its existing and new fans. Building off the momentum of this launch, the brand looks forward to evolving ‘For the True’ as hockey fandom continues to grow, delivering even more flavourful fan experiences throughout the duration of this partnership with the NHL.

In Canada, Truly Hard Seltzer in Canada, are also engaged in a multiyear partnership with the Edmonton Oilers.


·       Creative Agency: Momentum Worldwide

·       Media: Media Experts

·       Production – Fela

·       Offline – Married to Giants

·       Colour – Darling VFX & Colour

·       VFX/Online – Pinky Swear VFX

Source: Momentum Worldwide

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