I created a lo of content for Topo Chico:

At first, Topo Chico was limited to Northern Mexico, we created a campaign with fun copies based on the region’s insights. For that campaign we came up with the concept: Truth with Grit (or #TruthWithGrit).

I also created the launch campaign when Topo Chico was made available nation wide. We created the #TopoChicoHunt and reward people on social media who tagged us and the restaurants and bars where you could enjoy a Topo Chico.

And finally, I created a campaign instructing people to open their Topo Chicos at 45º, you’ll get soaked if you don’t.
Planning noticed a bunch of people complaining about their Topo Chico’s exploding, we came up with the idea to explain how to open it correctly.

  • Work doesn’t end
    Stakes do

    Insight: The region loves steaks and BBQ

  • Don’t be subtle
    Say it with Grit

    Insight: The region’s access sounds aggressive to others.

  • At 30 we don’t play around,
    we go for it.

    Insight: People in the region marry young.

  • No one wants to split the bill
    just the ones who ordered more.

    Insight: People in the region are famous for being safe with money.

  • You have 2 options,
    either you wake up happy
    or you wake up early

    Insight: People in the region are kind of grumpy.

  • We want to know if you guys are experts. How do you open a Topo Chico without it bursting?

  • Remember to open your Topo Chicos at a 45º angle to avoid a bubble explosion.

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