Topo Chico’s “Sabores Sounds”

Background: In summer 2024, Topo Chico tapped Zeno to develop a premium brand partnership that would authentically connect with South Florida’s “Truth Seeker” audience during Miami’s marquee cultural moment: Art Basel. The result was “Sabores Sounds” — a genre-blending EP created in collaboration with renowned Miami indie record label Terrestrial Funk. Inspired by the bold flavors of Topo Chico Sabores and Miami’s iconic music and nightlife scene, the project featured original tracks from three of the city’s hottest emerging artist groups, creatively led by DJ and label founder Daniel Edenburgh (aka “Brother Dan”).

Execution: To build buzz around the EP’s global digital release, Topo Chico and Terrestrial Funk closed out Art Basel weekend with a free, all-night album release party at Gramps Getaway, a hidden-gem waterfront venue. The event featured live performances from the EP artists, Sabores cocktails, unlimited Topo Chico and exclusive branded swag, including CDs, CD players, totes and tees. Zeno executed a multi-pronged PR strategy to insert the brand into local and national news feeds — spanning Basel “save the date” outreach, national EP seeding, talent interviews and post-event content distribution.

Impact: “Sabores Sounds” helped Topo Chico strengthen its cultural credibility and local relevance in the key growth market of South Florida. The activation drove trial and brand consideration among target Gen Z and Millennial “Truth Seeker” consumers in Miami — blending taste, music and design into a cohesive experience that reflected the Sabores product personality. The event drew more than 660 guests, with thousands of Topo Chico cans and bottles sampled — directly fueling product engagement and reinforcing the brand’s lifestyle appeal.

Coverage achieved 100% key message pull-through and neutral-to-positive sentiment, appearing in Forbes, Secret Miami, Time Out Miami, The Infatuation Miami, UPROXX, Bleeding Cool and Baller Alert. A vibrant Art Basel celebration, the “Sabores Sounds” release extended Topo Chico’s legacy in art and music culture, positioning the brand as a creatively fluent player in Miami’s evolving cultural landscape.