Topo Chico drinkers are already into the trend of pairing their coffees with Topo Chico sparkling mineral water when away from home. We wanted to reinforce this ritual at home, similar to the customary behavior that takes place in Latin America and European markets.
We needed to initiate an omnichannel program that drove this consumption behavior across all touch-points, leveraging the existing coffee Barista partner network that Topo Chico had and amplifying their efforts at retail and beyond.
We activated the Topo Chico Barista Club campaign holistically, ensuring the drinking ritual was promoted consistently across channels. Initiative support included: POS at retail and foodservice/coffee outlets, custom swag and merch development, website design, and social media content creation.