- Topo Chico Hard Seltzer has tapped comedian Ben Schwartz for a new campaign that takes aim at neglected voicemails.
- The Molson Coors Beverage Company brand is calling on consumers of age to rent out their voicemail in exchange for Topo Chico Hard Seltzer this summer. Through 5/13, fans can visit hellotopochico.com and choose their favorite pre-written message to record as your new voicemail. The first 50 entrants each weekday will win $36 in Topo Chico and will be entered for a chance to win one of 10 grand prizes – Ben Schwartz will record their voicemail.
- The campaign highlights Topo Chico Hard Seltzer’s unique heritage and modern edge in a mix of effortlessly cool English and Spanish creative assets across TVC, OLV, OOH, social, and retail channels.
Hard seltzer sales have grown significantly in the past several years and are projected to reach $14 billion by 2028.
The summer season is a big time for sales and this campaign is playful and fun and ties into the new creative platform “Hello Topo Chico Hard Seltzer,” from creative agency Mischief. The platform focuses on refreshment and authenticity. The effort comes as the brand gears up for the season with a new flavor, Oasis Cherry, as well as a refreshed variety pack and redesigned packaging.
“Our new Cherry Oasis flavor coupled with a refreshing look and authentic creative campaign will help us stand out in the category,” said Brittany Norris, marketing director for Topo Chico Hard Seltzer, in a statement. “We’re giving drinkers new reasons to say ‘Hello Topo Chico Hard Seltzer,’ just in time for seltzer season.”
The campaign also stems from company insights. They recently surveyed consumers and found that 76 percent do not update their voicemail recordings regularly and 44 percent haven’t updated it in years.
“When’s the last time you updated your voicemail message? I’m guessing it’s been a minute,” said Schwartz, as part of the campaign. “That’s why Topo Chico Hard Seltzer and I have partnered up to help people refresh their outdated (and probably cringey) voicemails. And if you’re lucky, you may just get yours updated by me!”
