Topo Chico Hard Seltzer is pure water, mixed with alcohol and crafted with a variety of contradictory flavours that taste unexpectedly great. Making this new “better-for-you” alcohol beverage a drink full of Perfect Contradictions.

Tasked with the brand's worldwide launch, HERO created a global campaign to run across more than Coca Cola's key launch markets, including Asia, South America and Europe. However, with hard seltzer an unfamiliar drink in most markets around the world, Coke needed to launch a distinctive brand that was true to Topo Chico’s Latina-cool roots, but that would also do a category education job.

Set in Mexico, but shot in regional Australia, the launch campaign featured a bevy of unique, vibrant characters. From brides in black to dancing grandmas, this cast of Perfect Contradictions was created to embolden people to express their own inner contradictions. And to grab a can of Topo Chico. The campaign was a global success for Coca Cola, running in over 30 markets and seeing Topo Chico become the market leader among hard seltzers in the UK and Ireland.