Topo Chico Hard Seltzer / Global Launch

In 2020, Coca-Cola were entering the alcohol market globally with Topo Chico Hard Seltzer. The problem was two-fold: in some markets, the hard seltzer category was practically unheard of. In others, it was nearing saturation. We needed a platform to work in both. Tapping into a core product truth - the contradiction inherent in an alcohol product that isn’t bad for you - we created ‘A Perfect Contradiction’, an idea celebrating the contradictions within us all and making the brand inclusive for a varied global audience. The idea worked from a 60” big brand film to the most targeted product messages. Within a year, the campaign has now launched in 26 markets, with the product jumping from non-existent to #2 or #3 in a number of key markets.