The brief was to create a non-alcoholic drink to be sold in pubs, bars and clubs. With the drinking
culture so great in the UK, it takes a lot to be able to say no to alcohol, to be on nights out and be one of the few who don’t drink.
This drink celebrates that people who have that strength and have that confidence to be
themselves, not having to drink to fit in or to loosen up to socialise. The brand name selected is Tru, to represent the brand promise of true confidence and the concept of ‘being the true you’.
