Topo Chico Hard Seltzer lauds local legends in new ads

Topo Chico Hard Seltzer, which has created a frenzy since it debuted in March, likes to say it’s the only hard seltzer inspired by Topo Chico Sparkling Mineral Water’s legendary taste.

Now, with its first set of advertisements, Topo Chico Hard Seltzer, which is made with minerals for a crisp taste, is celebrating legendary people.

“Anyone can say they’re a legend, but few people actually have that combination of attitude and personality that make them truly unforgettable,” says Alan Bremerkamp, hard seltzer marketing director for Molson Coors Beverage Company.

The 15- and 6-second spots debuting across digital and social platforms on June 1, in English and Spanish, feature a lineup of local legends who march to the beat of their own drum.

“We wanted to show people who have a zest for life, are effortlessly cool and are intriguing by their very nature -- legends in their own right, just like Topo Chico Hard Seltzer,” he says.

The ads feature characters like Roni Zulu, a tattoo artist, falconer, oil painter, musician and freemason from Austin, Texas, who resembles a steampunk scholar – with face tattoos. A seasoned Renaissance Man, Zulu combines a myriad of talents and a unique sense of style “that give him a legendary aura.”

“These are people who channel the spirit of Topo Chico Hard Seltzer,” Bremerkamp says. “These legends are truly authentic, they’re comfortable in their own skin and project this cool, quiet confidence. You meet them and don’t forget them. Their refreshing personalities makes them a perfect fit for a brand that is bringing much needed refreshment to the seltzer aisle.”

The fresh spots come amid a blazing start for Topo Chico Hard Seltzer, which grabbed a 3.2 share of the hard seltzer in its first week, including a 20 share in the key market of Texas. Now available in nine states and six metro areas, Topo Chico Hard Seltzer is a key element of Molson Coors’ efforts to win a 10 share of the hard seltzer market by the end of 2021.

Molson Coors produces, distributes and markets Topo Chico Hard Seltzer as part of a brand authorization agreement with The Coca-Cola Company, which acquired the Topo Chico brand in 2017. The Coca-Cola Company introduced Topo Chico Hard Seltzer in Mexico and Brazil last year.

Molson Coors holds more than a 6 share of the hard seltzer market, according to IRI data for the week ending May 9. The company projects that figure is poised to grow.

In addition to Topo Chico Hard Seltzer, its roster is led by Vizzy Hard Seltzer, which is looking to gain momentum with the recent launches of its lemonade variety pack and a second mixed-flavor variety pack. The new Proof Point, which is made with real spirits and juice, and Coors Seltzer round out its U.S. portfolio.

“Topo Chico Hard Seltzer shot out of the gate with massive sales, so our challenge now is keeping up with the excitement and demand for it,” Bremerkamp says. “That’s a really strong sign we’re on to something with this brand.”