The Coca-Cola Company partners with HERO + McCann for global launch campaign

15 September 2021

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Topo Chico Hard Seltzer film: made in NSW.

Regional NSW is the backdrop for a Topo Chico Hard Seltzer campaign which has already debuted in South America and Europe.

Topo Chico is a sparkling mineral water sourced and bottled in Monterrey, Mexico since 1895. LaunchingTopo Chico Hard Seltzer - described as “alcohol meets sparkling water” - worldwide called for a new platform called A Perfect Contradiction.

HERO + McCann executed the campaign and filmed it in regional NSW, with innovative, Sydney-based production agency Rabbit.

Resembling a western movie, the 60” film contrasts the southern heat with colourful personalities. From cowboys to dancers and punk bands, the unexpected characters bring life to the campaign and depict what Topo Chico Hard Seltzer is all about - beautiful contradictions.

The integrated campaign launched in Australia this month and has already debuted in more than 20 international markets to date.

HERO + McCann chief creative officer Ben Coulson says filming in rural NSW was fun.

“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,” Coulson says.

The Coca-Cola Company marketing director - South Pacific, Kate Miller says the campaign captures Topo Chico Hard Seltzer’s personality.

“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,” Miller says.

“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.”

Miller says it was a bonus being able to recreate the “southern” feel in Australia, when travel is out of reach.

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