The Topo Chico Discovery Tour with Julius Randle
Background: In fall 2024, Topo Chico challenged Zeno to boost brand awareness and consideration in New York City — one of the country’s most competitive sparkling water markets, where the brand lagged competitors in conversion rates. The assignment: create a culturally resonant, hyperlocal activation that would position Topo Chico as a “hidden gem” and authentically engage its “Truth Seeker” audience.
Leveraging primary research that revealed New Yorkers’ deep affinity for the Knicks, the team partnered with NBA All-Star, proud New Yorker and longtime Topo Chico fan, Julius Randle. Just days before his headline-making trade to Minnesota, Randle joined Topo Chico to host the “Topo Chico Discovery Tour” — a curated bus tour of his favorite hidden gems in Brooklyn’s Cobble Hill neighborhood, blending culture, community and personal storytelling.
Execution: Narrated and led by Randle himself, the one-day experience gave top media, creators and fans a rare chance to explore his go-to spots: Taqueria Al Pastor & Bar (featuring a custom “Julius Twist” taco pairing), Black Gold Records and streetwear boutique, The Brooklyn Circus — all while sipping Topo Chico. Zeno led every aspect of the program, including talent shoot coordination, media and creator outreach, celebrity photo seeding and embargoed interviews.
When Randle’s trade was announced just days before launch, the team quickly and thoughtfully reframed the event as his heartfelt farewell to NYC — turning a challenge into an even more meaningful cultural moment: a love letter to the city he called home for five seasons.
Impact: The program positioned Topo Chico as an authentic, locally attuned brand in a key market — deepening cultural relevance, generating lifestyle buzz and introducing the brand to a new cohort of urban consumers. The partnership secured top-tier coverage in Time Out New York, Thrillist, New York Post, Page Six and People — with 94% key message pull-through and 100% neutral-to-positive sentiment.
