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Topo Chico launch
Ever wondered what summer tastes like? The Coca-Cola Company launched its first alcoholic beverage in late spring / early summer of 2021 in Belgium. Topo Chico Hard Seltzer blends sparkling water with alcohol and a splash of natural flavours. The drink is inspired by Topo Chico® mineral water, a brand with a rich heritage that began in Monterey, Mexico, and is available in three refreshing and exotic flavours: Tangy Lemon Lime, Pineapple Twist, and Strawberry Guava.
Connecting with the taste makers of our generation through a massive seeding campaign
A product launch of this scale deserves an equally big bang. However, a C-sized pandemic threw a wrench into the works and made it close to impossible to host any kind of event at the time. So, how did we make sure people experience Topo Chico Hard Seltzer’s summery vibe, a drink that’s all about enjoying a great time together in the sun? Together with creative agency Toykyo we created a unique product box to encourage the taste makers of our generation to try Topo Chico Hard Seltzer out at home with their friends. The seeding package contained one Topo Chico can of every flavour and was designed as a real, functioning clock -indicating it’s Topo Chico time all summer long! We distributed dozens of Topo Chico Hard Seltzer kits to influencers, but also to radio stations and editorial offices. Our team also included Topo Chico branded disposable cameras in the kit, so people could capture their own #TopoChicomoment this summer. Besides that, we also selected and guided a small group of Topo Chico Hard Seltzers ambassadors in creating their content.
A dash of lifestyle PR, a chunk of corporate PR know-how
We did not only handle the digital and influencer marketing aspect of Topo Chico Hard Seltzer’s debut in Belgium. Our team tackled the press launch of the new beverage in both lifestyle and corporate PR. We set up embargoed interviews before the official launch with The Coca-Cola Company’s Benelux Director and several economical media outlets to discuss the company’s new path (taking its first steps into the alcoholic beverage market). Launch day! Our team distributed press releases, adapted for both corporate and lifestyle / consumer media, to a wide list of media outlets and key contacts and closely followed up on them throughout the summer.
- General PR advice on product launch
- Create an influencer marketing campaign with impact, first and foremostly on Instagram
- Support ambassadors and streamline their content
- (Co-)Design a unique and recognizable product seeding kit
- Set up corporate interviews under embargo
- Copywriting and editing of press release
- Hook into culinary press pieces