Just two weeks after Coca-Cola South Pacific signed the Responsible Alcohol Marketing Code, which marks the company’s entry into Australia’s alcohol market, the company’s alcoholic seltzer brand Topo Chico has released a campaign via Hero + McCann.
The global campaign was filmed in regional New South Wales, and has already debuted in 20 markets.
The 60-second spot features a person driving through a desert with cowboys, businessmen, drag queens and brides dressed in black. The words “Topo Chico” are repeated over a beat.
Coca-Cola South Pacific’s marketing director, Kate Miller, 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, commented: “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 other recent work includes campaigns for Centrum, eBay and Menulog.
The appointment to the Topo Chico account follows Hero + McCann’s business wins for Toyota, Maybelline New York and V2 Food.
Credits
Client – Coca-Cola
Lucie Austin – VP Marketing
Kate Miller – Marketing Director
Leigh Coleman – Marketing Manager
Pietro Pio Cirsone – Creative Strategy
Agency – HERO / McCann
Ben Coulson – Chief Creative Officer
Roshni Hegerman- Executive Strategy Director
Psembi Kinstan – Executive Creative Director
Christian Duffy – Senior Art Director
Daniel Miller – Senior Copywriter
Cinnamon Darvall – National Head of Broadcast
Simon Gawn – Client Services Director
Isabella Timar – Account Director
Production Company – Rabbit Content
Pete Moore – Director
Alex Hay – Executive Producer
Lucas Jenner – Executive Producer
Edit – The Editors
Joe Morris – Editor
Post-Production – White Chocolate
SFX / Online – Chris Grocott
Soundmix & Music – Squeak E Clean
Karla Henwood – Executive Creative Producer