The Coca-Cola Company celebrates perfect contradictions in new Topo Chico Hard Seltzer global launch campaign via HERO + McCann
The Coca-Cola Company has partnered with independent HERO + McCann to launch Topo Chico Hard Seltzer worldwide, with a new platform called ‘A Perfect Contradiction’.
The campaign was executed by HERO + McCann and filmed in regional NSW, with Sydney-based production agency Rabbit. The location created the perfect backdrop for a journey through the southern heat full of unexpected characters. From cowboys to punk bands, the colourful personalities bring life to the campaign and perfectly reflects what Topo Chico Hard Seltzer is all about – beautiful contradictions.
Developed for global launch, the campaign has debuted in more than 20 markets to date, including South America and Europe, with an integrated campaign launching in Australia in September 2021.
Says Kate Miller, marketing director for Coca-Cola in the South Pacific: “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!”
Says Ben Coulsen, chief creative officer, HERO + McCann: “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 Topo Chico Hard Seltzer appointment follows a number of recent high-profile new business wins, including Toyota, Maybelline New York and v2food.
For more information, visit https://www.coca-colacompany.com/brands/topo-chico.
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
Marcus Butler – Producer
Tim Tregoning ACS – Cinematographer
Edit – The Editors
Joe Morris – Editor
Post-Production – White Chocolate
SFX / Online – Chris Grocott
Soundmix & Music – Squeak E Clean
Karla Henwood – Executive Creative Producer
58 Comments
Pete Moore keeps hitting them out of the park!
McCann back from the dead.
You forgot the idea….
The idea is obvious. Woka-cola.
Nicely done- classy and cool, not to overstated with the idea- just the right amount of fashion wang also.
Who did the music, fark’n cool!
I’d go to that party. Might even try a Topo or two.
Not often Aussie agencies get to do a global launch for a Coke brand- and even less often get to make them cool, not cheesy. Well done McCann.
Ya. It’s a global adapt. Another adapt in the bag for McCann. Wonder if they’ll do any original work or just keep taking credit for work of others. 🤷♀️
If you can create a feeling. I thought it was great.
Just missing one key ingredient – an idea.
But don’t you generally need an idea before going into production?
What’s the name of it again?
:/
The last thing you want with a lifestyle brand is an obvious ‘ad agency’ idea making it daggy, which most agencies don’t get. The idea here is quite obviously about unusual contradictions, which plays out in each scene. But what’s good about this work is that while is is very clearly branded (song and characters all repeating brand name) and contradictions as a metaphor for the product, it is subtle and doesn’t force itself over the entertainment. Which is why I like this work. Understated ideas are hard to pull off, this does it nicely for me. And I am the target audience.
You don’t sound like you know how marketing works
Chant brings it all together, I would drink it once Glady’s sets us free
Like it. As someone said, not much Aussie work makes it to the global stage. 20+ markets is proper global. For you juniors trying to work out the pretty bleeding obvious brand idea, go back to award school.
I was expecting to be underwhelmed but I have to say this is pretty sick, and unexpectedly so from McCann. It’s hard to make something commercial look (and sound) like it would not look out of place among actual music videos, especially considering that Coke is the client. Hats off guys.
I get the comments from those asking “where is the idea”, but then again they’re not really advertising to advertising creatives, and Gen Z drinkers aren’t really ‘persuaded’ by messaging. For some kind of products (like this) you just need to be actually culturally cool (check), tell people what it is (check x 100), or GTFO of the way.
The purpose of an idea is not to impress other creatives in the advertising industry. It’s to penetrate the consumer brain and soul with the key communication. That way it’s more likely to be noticed, understood and acted upon. Do you really need to have this explained to you?
Ok so we follow a guy in a pick up. Sweet.
The we start cutting to his point of view. Sweet, I like this. It’s nice.
Then he pulls up into the motel and some chicks are dancing out the front. Nice, still liking it.
Then she drinks it and the spot finishes.
No, no, no!
You forgot the third act! Where does our main character go? How has he changed? Is this to be continued? We need answers!
I think he is in the yellow dress at the end.
The key thing you need with any brand is a proposition that usually get articulated as a clear message or dare this oldie say it ‘an idea’. Basics buddy.
Sweet to see this finally go live. Good stuff C+D
I like it, and I want one
(a) quit the rampant ageism, and by extension (b) don’t make the basic error of “I’m the target market so therefore I’m one expert” mistake – it’s very career limiting, you’ll never get to work on lots of great brands if you think like that (c) not all ideas are propositions – as stated by others, a vibe or feeling can be an idea if it’s engaging and distinctive.
Don’t explain the idea in the comments as you are obviously selling. This is catchy and had me watching. I know the brand now. Well done. Found the forced branding on the back of the pick up laughable, did someone let the marketing team loose? We need more branding. Add a girl in a yellow dress. And it think the main character has found himself at a side road knock shop therefore sneaking out the backdoor with refreshing Top Chico before he heads back to the family. Contradiction indeed.
So good that a brand like Coke went with a little known agency like hero
Now that’s character development!
i miss when we had culture
If the release didn’t talk about contradictions, would you pick that up? Next question: what are the contradictions?
I’m lost too. Happy to admit it. If I squint really hard I can see some bad stereotyping taking place. Is that what you mean but contradictions?
Pete Moore is a genius! Congratulations to all involved.
Why is this new news again?
Maybe ageism in the industry isn’t a bad thing after all, if it means cool work like this gets made
LOVE it.. well done geezering x
Great music, nicely filmed.
But ultra formulaic. The mixed media, fire and closeups of people looking into camera is starting to feel a bit forced. The idea here is the visuals and thats what Im commenting on.
7/10
at the keyboard warriors haha. Epic work HERO.
“After 15 years at the top, someone has finally beaten us for brand mentions per second. Damn it!”
LOL HAHAHAHAHA
say the brand
say the brand
say the brand
It will stick
Now what were the contradictions please help
Nice to see agency and friends out in force in this comment section. But in reality – this is poorly executed, poorly thought through drivel.
Strategy to avoid looking like an ad has merit. I think you’re delusional if you think people will watch this. It’s formulaic. Maybs should have been weirder.
It’s a cool ad. Great music and chant!
McCann or Hero? Surely this is a McCann global client, so it’s McCann right?
no idea – but great direction.
There’s a certain category this sort of work falls into.
It’s not creative.
It’s not innovative
It’s not entertaining.
It’s just a polished use of about a million dollars.
It won’t impress creative people, but it’ll show the supermarkets and stockists that it’s a real product so it can get stocked and sold.
Yep. This is good. Finally we’re not trying to force a sell and just making something cool by feeling cool.
We get it too buddy.
But I want to drink this. Music video vibes.
Oh, a music video! How cool! What was it again?
Where’s The Baron?
This is good brand work from McCann. (Never sad that before).
This is already yesterday’s news. Well that was quick, shiny toy. Back to the titanic soft drink business.
You have both just exemplified why the Australian advertising industry is fucked.
All style, no substance. All talk, no demonstration. Lots of talking, little thinking.
Freudian slip there bud?
HERO aka SMART V2.5 is here. You can’t be a multi and an independent at the same time. Make a call and stick to it.
It’s very cool. Very nicely shot, badass talent.
… for this industry if this what we think is cool. Far out that’s a low bar.
How to sell this to a client:
Lightly touch on the insight/idea slide. Go straight to the script.
We open on a bunch of ‘cool’ millennials in rural Australia. They sing “Chico topo, chico topo’ repetitively.
Then you play some ‘cool’ music video reference.
The end. Simple. Clap.
it’s a beverage brand not a lifestyle brand.