Hard Seltzer is growing rapidly throughout the world as a “healthier” alternative to both full alcohol drinks with its lower alcohol, calorie, carbohydrate, and sugar content. Unlike beer, it is gluten-free also. The Coca-Cola Company launched its hard seltzer, Topo Chico, in Latin American in September 2020, followed by Austria, Great Britain, Northern Ireland, Greece, Republic of Ireland and Ukraine in November, and the US in March 2021. It has now launched the brand in Australia through. The global launch platform, A Perfect Contradiction, and campaign commercial were created by HERO + McCann, underling the product’s blend of alcohol and sparkling water.
The hero campaign was filmed by Rabbit in regional NSW, its montage a “perfect contradiction” of unexpected characters, from cowboys to punk band members.
Kate Miller, marketing director for Coca-Cola in the South Pacific, stated, “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, added, “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.
According to the forecast by market research agency, IMARC Group, the global hard seltzer market will grow at a CAGR of around 11% during 2021-2026.
Credits:
Client: Coca-Cola
VP Marketing: Lucie Austin
Marketing Director: Kate Miller
Marketing Manager: Leigh Coleman
Creative Strategy: Pietro Pio Cirsone
Agency: HERO + McCann
Chief Creative Officer: Ben Coulson
Executive Creative Director: Psembi Kinstan
Senior Art Director: Christian Duffy
Senior Copywriter: Daniel Miller
Executive Strategy Director: Roshni Hegerman
National Head of Broadcast: Cinnamon Darvall
Client Services Director:Simon Gawn
Account Director: Isabella Timar
Production Company: Rabbit Content
Director: Pete Moore
Executive Producer: Alex Hay
Executive Producer: Lucas Jenner
Editing: Joe Morris @ The Editors
SFX & Online – Chris Grocott @ White Chocolate
Sound Mix & Music: Squeak E Clean
Executive Creative Producer: Karla Henwood
