After a successful debut in Latin America, Europe, the United States, and China among others, Topo Chico Hard Seltzer is continuing its global launch with the help of a new ad campaign. Creative agencies Hero + McCann partnered with the beverage company to develop the campaign entitled “A Perfect Contradiction” that will run as part of the brand’s global launch. Topo Chico Hard Seltzer’s “A Perfect Contradiction” kicks off this month with a visually captivating new video advertisement celebrating “the beauty of owning your contradictions.”
According to McCann Australia, “Topo Chico Hard Seltzer is pure water, mixed with alcohol, and crafted with a variety of contradictory flavours that taste unexpectedly great. Making this new “better-for-you” alcohol beverage, a drink full of perfect contradictions.”
The video advertisement was created by Hero + McCann and filmed in Australia’s Regional New South Wales with the help of Rabbit, a production agency out of Sydney. The campaign’s opening scene pays homage to Topo Chico’s Southwestern roots and features a beat up old pick-up truck with a Topo Chico cooler in the back. The driver dons a Topo Chico uniform and appears to be making a delivery. He drives down a desolate desert roadway and passes a particularly stylish cowboy sitting on top of his horse. The cowboy is rhythmically chanting “to-po chi-co” over and over in an almost trance-inducing way. The chanting slowly becomes one with the video’s synth-heavy electronic instrumentals which can be heard in the background.
The driver continues on his route passing a motley crew of unexpected characters including a group of female punks, three painfully hip baton twirling majorettes, a posse of brides dressed in flowing black gowns fit for a funeral, an older woman showing off her dance moves in a fashionable red tracksuit–her performance lit only by the burning contents of a nearby trash can, a duo ornately dressed in drag and playing dominos, and a woman in long, medusa-inspired snake earrings with, unlike Medusa, a striking bald head.
All characters seem to be embracing their own perfect contradictions and enjoying life to the fullest. The commercial ends with the driver pulling into a rundown motel where the characters from previous scenes have gathered together to party, Topo Chico Hard Seltzers in hand.
Kate Miller, the marketing director for Coca-Cola South Pacific, explained, “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.”
Topo Chico Hard Seltzer is Coke’s first alcoholic beverage. The brand’s successful launch will undoubtedly set the stage for the company to continue exploring alcohol products. The Coca-Cola Company purchased Topo Chico in 2017. The Mexican mineral water company was sold for $220 million and has grown considerably with the help of Coke’s surplus of resources and marketing knowledge. The brand’s new “A Perfect Contradiction” campaign has launched in more than 20 markets already and will soon be debuting in even more.
Launching globally alongside the campaign Topo Chico Hard Seltzer will begin hitting shelves in new countries this season. In the campaign video’s hometown of Australia, for instance, the bubbly beverage will be available in three distinct flavors including Tangy Lemon Lime, Strawberry Guava and Pineapple Twist. Each flavor contains no more than 103 calories per serving and an ABV of 4.7%.
McCann Australia insists, “Combining the excitement of the unexpected and the beauty of owning your contradictions, our launch campaign featured a bevy of unique, vibrant characters…to embolden people to express their inner contradictions — and to grab a can of Topo Chico, no matter who you are, or where you are.”
- Seltzer Category Expanded for 2022 Craft Beer Marketing Awards - February 11, 2022
- Drifter Expands Portfolio with Nordic-Style Gin - January 18, 2022
- Tilray Acquires Green Flash and Alpine Beer - December 22, 2021
