Topo Chico Hard Seltzer, the only alcoholic beverage in The Coca-Cola Company’s broad repertoire of US brands, hit domestic shelves earlier this year, following impressive performances in both Europe and Latin America. Now the seltzer, which is made with Topo Chico Mineral Water, has debuted a series of commercials featuring legendary people for the iconic mineral water’s 126 year history.
“Anyone can say they’re a legend, but few people actually have that combination of attitude and personality that make them truly unforgettable,” stated the Hard Seltzer Marketing Director for Molson Coors Beverage Company, Alan Bremerkamp. Molson Coors partnered with Coca-Cola to produce, market, and distribute the product stateside.
“We wanted to show people who have a zest for life, are effortlessly cool and are intriguing by their very nature — legends in their own right, just like Topo Chico Hard Seltzer,” Bremerkamp continued.
The commercial spots highlight two Texan legends, Roni Zulu and Esperanza Martinez.
Roni Zulu hails from Austin, Texas, and is a falconer, a tattoo artist, a painter, a freemason, a musician as well as a creator of children’s books. He also has face tattoos, piercings and a keen sense of style. When it comes to his art he says, “Each and every one of us are unique with an often untold story; my art explores those stories. My work is a mirror of who we are and celebrates a fascination with ourselves and the wonderful world we live in.”
Esperanza Martinez is a professional bull rider from Greenville, Texas, and a regular rodeo contestant. She’s a Chute Boss at the infamous Gary Leffew’s Bull Riding Schools and she has made a name for herself as a woman of color in an industry that is historically overwhelmingly male. She is also a model who exemplifies cowgirl style. Martinez is a fierce competitor and she insists, “Rodeo is my life.”
“These are people who channel the spirit of Topo Chico Hard Seltzer,” Bremerkamp says. “These legends are truly authentic, they’re comfortable in their own skin and project this cool, quiet confidence. You meet them and don’t forget them. Their refreshing personalities makes them a perfect fit for a brand that is bringing much needed refreshment to the seltzer aisle.”
Artistic advertising has been upping the marketing game for hard seltzer companies as of late. High Noon Hard Seltzer recently launched an ad campaign featuring video spots produced by Austin-based creative agency Preacher and directed by Biscuit Filmworks’ Rachel McDonald. McDonald has directed commercial spots for Facebook, Microsoft, the Grammys and more. Creative campaigns play a key role in setting hard seltzers companies apart in the highly saturated seltzer market.
“Topo Chico Hard Seltzer shot out of the gate with massive sales, so our challenge now is keeping up with the excitement and demand for it,” Bremerkamp says. “That’s a really strong sign we’re on to something with this brand.”
Topo Chico Hard Seltzer is currently available in the US in four flavors including Strawberry Guava, Tangy Lemon Lime, Exotic Pineapple and Tropical Mango. Each 12 ounce can contains only 100 calories and 2 grams of sugar. The beverages have an ABV of 4.7% and are gluten free.
Topo Chico Hard Seltzer’s successful launch already has Coke and Molson Coors, the company contracted to head up the brand’s US distribution and marketing, thinking about the future. Molson Coors recently announced Topo Chico Ranch Water, a ready-to-drink (RTD) canned version of the classic West Texan cocktail, is being developed. Topo Chico Ranch Water will become the second alcoholic beverage in Coke’s product lineup.
Topo Chico has been a household name in Texas and Northern Mexico since its inception in 1895. Coca-Cola purchased the brand for a reported $220 million in 2017 and it quickly became popular across the country as well as in Canada.
Topo Chico may have a legendary legacy but their new ad campaign is a bold reminder that “legends never stop refreshing.”
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