Spicy Finds a Savior
Topo Chico
Topo Chico
The Ask
The Insight
The Execution
Within the current brand identity and positioning, grow awareness outside of current markets
Topo Chico has a reputation for helping fan's of Mexican food handle the heat, and they're looking for a trusted companion as they discover other spicy endeavors
Partner with Doordash to integrate the ability to add a Topo Chico to your order for all types of spicy food
We wanted to embrace the brand as a refreshing
Source of Discovery
Camila Moletta, Brand Experience Design Director
The Coca Cola Company
Move the Brand Past it's Expected Boarders
As Topo Chico continues to break out of its regional foundation we're looking to remain true to the brand's visual identity while helping new drinkers discover more ways to enjoy a cold Topo.
For more than just Tex-Mex, Topo Chico can be the beverage you reach for when you need help with all kinds of hot foods.
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Fun, Social, & Discover
positioning resulted in an increase in consumption intent across a range of demand moments
(e.g., to rejuvenate mid-day, to have fun responsibly, etc.).
11%
increased likelihood to consume sparkling water with meals.
We meet our consumers where they like to spend their time and where they shop, which allows them to discover Topo Chico on their own
David de la Garza, Topo Chico marketing lead
Perfect Companion for All Spicy Food
Positioning Topo Chico as your trusted partner for all your spicy culinary adventures, from your favorite spot or something new. The heritage and consistency of the brand provide a rock to lean on when you're not sure if you put too much hot sauce on this time around.
Double your Dash With Custom Art
We leveraged DoorDash's DoubleDash feature to encourage customers to add a Topo Chico to their order from any restaurant. Custom loteria cards with artwork reflecting the meal you just been ordered appear after adding a dish marked SPICY to their cart.
Making The Treat Economy Work for Us
Streamlined in to the purchase journey, this ambient placement feels appropriate and even helpful building a strong association with all types of heat one treat at a time.
45%
60%
likely to buy new products
while browsing online
last minute
