Hunter Kelly
NYC
Creative strategist with 8 years of experience making ads.
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After being acquired by Coca-Cola, Topo Chico needed to expand into new geographic markets without losing that special sauce that made it a cult-favorite in the Southwest.
STRATIGIC UNLOCK
Instead of traditional ads that hawk this sacred mineral water, we asked ourselves, what if Topo Chico operated less like a brand and more like an artist? That meant using our platform to collaborate with other greats, celebrate our fans, and revel in the Topo lifestyle. For this activation we found underrated local restaurants that served Topo Chico (in markets we were hoping to expand in) and used those sweet Coca-Cola ad dollars to support their business instead of ours.