Say ‘hello’ to reenergized Topo Chico Hard Seltze

From Miller Coors & Nick Kindelsperger,

Topo Chico Hard Seltzer may have launched in 2021, but it’s not done making its introductions, as it launches its new “Hello Topo Chico” campaign this spring. Add to that a new flavor, new packaging and several partnerships, and Topo Chico Hard Seltzer is cruising into the season with a purpose.

“This is our strongest summer program to date,” says Brittany Norris, Topo Chico Hard Seltzer’s marketing director. “We’re really putting our money where our mouth is for our key selling season.”

‘Hello Topo Chico’

Topo Chico Hard Seltzer just launched its new marketing campaign, “Hello Topo Chico,” to reach new legal-age consumers.

Along with new national ads and retail tools, including for Cinco de Mayo, the brand is making sure it shows up big in its core markets.

“The ‘Hello Topo Chico’ formula allows a lot of flexibility for us to appeal to individual markets,” says Norris.

This includes an increased focus on Latino drinkers.

“We are planning for our assets to be English and Spanish,” says Norris. “It’s not just translations of English. It’s a localization effort, making sure that all our markets have Latino insights for Spanish language assets.”

Norris expects for these plans to help Topo Chico Hard Seltzer capture more of the American hard seltzer market, currently valued at $4.4 billion, according to Circana OmniMarket.

New packaging and flavor

A packaging refresh is currently landing in retail, as well. The new cans feature a bolder, more colorful design that highlights the refreshing nature of the brand and provides strong visibility on shelves.

Topo Chico Hard Seltzer also has a new flavor for 2024, Oasis Cherry.

“We know cherry is a top flavor in the seltzer space, so we wanted to offer a crisp and refreshing version that Topo Chico Hard Seltzer drinkers expect,” says Norris. “Having a new flavor in the lineup adds refreshment to the variety pack, as well as the opportunity to push it in singles.”

Cinco de Mayo, Airstream and the Leagues Cup

When summer arrives, the brand plans to partner with Airstream, the iconic silver-hued travel trailer company. The brand will offer a sweepstakes where two entrants can win an Airstream vacation to either The Range Vintage Trailer Resort in Ennis, Texas, or the KPA Ventura Ranch in Santa Paula, Calif. Legal-age drinkers could also win branded merchandise, a custom Topo Chico Hard Seltzer, Airstream cooler and more. 

“We wanted to find a partner that had the same effortless cool factor as Topo Chico Hard Seltzer,” says Norris. “Airstream has the same kind of trendy credibility with younger legal-age consumers that we do. It’s a great match.”

Later this summer, Topo Chico Hard Seltzer continues its partnership with the Leagues Cup, the soccer tournament featuring the largest professional soccer leagues in the U.S. and Mexico. It will air several ads during the games and show up with branded content for the on-premise.

The tournament provides great visibility for sponsors, including Topo Chico Hard Seltzer and the tournament’s official beer, Coors Light, which was front-and-center for some of the most memorable moments of last summer’s event.

"Soccer really resonates with our multicultural and Latino audience, so Leagues Cup is an important way for us to connect with those drinkers,” says Norris. "This is just one of the really strong programs we have to make sure we are meaningfully showing up for our drinkers during the critical summer months."