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Agency:

Client:

Description: A brief description of the work and creative idea:

To launch Topo Chico Sabores, we took inspiration from the product: colorful, vibrant and full of flavor that sparkles.

The suite of flavors and their pertaining colors created a vibrant design system that allowed the brand‘s ever-yellow to flex and intermingle, resulting in fun and captivating flavorful combinations.

This extensive visual identity system extended across a variety of show verticals for our episodic content, including QVC Sabores Shopping, Weather Channel, Cooking Show and Taste Tests. For the campaign lock-up, we paired the brand typeface with a bubble-inspired “TV” typographic treatment that felt fresh and current for the category. Additionally, the visual identity was translated into the website takeover with Complex.

We collaborated with talented animators and illustrators to create a series of bumpers depicting our suite of products as unique worlds of flavor inspired by Sabores’ unique fruit and herbal pairings.

The Brief: What was the brief? What were the challenges and objectives?:

Topo Chico needed to launch Sabores, its new flavored sparkling water, into the mass market while staying true to its brand identity and iconic legacy. Despite a pilot launch, Sabores captured only 11% of its category, highlighting the challenge of standing out in a competitive space. With demand growing for better-for-you flavored sparkling waters, the task was clear: elevate awareness, drive sales, and give Sabores the bold, culture-shaping launch it deserved—without selling out.

And when the brief is, “Don’t do anything traditional,” you create a social-first variety internet show. Sabores TV is a bold, social-first content series that brings the undeniable flavor of Topo Chico Sabores to life, but we had to ensure that we were able to translate the bold and unique flavor pairings of Sabores into a campaign visual Identity around the creative that felt vibrant, modern and rooted in the world of Topo Chico.

Solution + Results: How did you solve the brief? What were some of the results?:

For the launch, we created SaboresTV: a social-first variety show hosted by internet personality Rob Anderson, blending music, food, and irreverent fun to embody the brand’s bold flavor.

Through a partnership with Complex, we built a digital hub featuring custom content, merch drops, sweepstakes, and a Vandy The Pink designer collab—amassing 1.2 billion impressions and 14,000+ sweepstakes entries. We also revamped Topo Chico’s site, using first-party data to drive purchases, and launched an interactive Snapchat filter to immerse fans in the experience. We then hit the streets with a 3D mobile billboard in 6 major markets and a Sabores Airstream Tour bringing Sabores directly to communities.

35,000+ tastings
Sampling goal exceeded by 118%
100% key message pull-through in media
Fastest-growing premium sparkling water in the category
2nd fastest growing brand in the overall flavored sparkling water category
In the first year of launch, the 8 pack grew almost 20% faster than the leader of the premium sparkling water category that has more than 10 years in market.
Highest positive social sentiment for any TCCC North America innovation in the last 5 years

Context (optional): Are there any specific cultural/regional/local references for judges to understand?:

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AI Usage (optional): Did you use AI in any part of this work? If so, what was it?:

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Where This Was Entered (optional): Which other shows did you enter this work and in which category/categories? It helps with context, and listing only:

SaboresTV won three Muse Creative Platinum Awards, grand prize in the following categories:

Branded Content - Food & Beverage
Advertising - Online Ad (Campaign)
Social Media - Food & Beverage

Indie Agency News Top 40: Design

Sabores TV