Coca-Cola Gets Into The Seltzer Game With Funky New Campaign For Topo Chico Hard Seltzer, Via HERO + McCann
The Coca-Cola Company has partnered with independent HERO + McCann to launch Topo Chico Hard Seltzer worldwide, with a new platform called “A Perfect Contradiction”.
The campaign was executed by HERO + McCann and filmed in regional NSW, with Sydney-based production agency Rabbit.
The location created the perfect backdrop for a journey through the southern heat full of unexpected characters.
From cowboys to punk bands, the colourful personalities bring life to the campaign and perfectly reflects what Topo Chico Hard Seltzer is all about – beautiful contradictions.
Developed for global launch, the campaign has debuted in more than 20 markets to date, including South America and Europe, with an integrated campaign launching in Australia in September 2021.
Kate Miller, marketing director for Coca-Cola in the South Pacific, said – “Hard seltzer is a product full of contradictions – sparkling water and alcohol makes for a light, refreshing taste. We wanted to celebrate this contradiction and the surprising things it can produce – not just in the product, but in people too. Hard Seltzer is a competitive category with lots of brands all doing the same thing. We wanted to stand out by producing a campaign that shows off Topo Chico Hard Seltzer’s personality and the light, refreshing taste.”
“On top of all of this, we were able to re-create the southern feel right here in Australia, at a time when travel is out of reach. It was a pleasure working with HERO McCann from the beginning and they really brought this concept to life in a way that out-performed all of our expectations!”
HERO + McCann chief creative officer Ben Coulson said, “the campaign brought to life the cool southern vibe of Topo Chico Hard Seltzer and it was damn fun to make elements of it in rural NSW.”
HERO + McCann’s Topo Chico Hard Seltzer appointment follows a number of recent high-profile new business wins, including Toyota, Maybelline New York and v2food.
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