Topo Chico’s “Sabores Sounds”
Background: In fall 2024, Topo Chico tapped Zeno to develop a premium brand partnership that would increase Sabores brand awareness and authentically connect with South Florida’s “Truth Seeker” audience during Miami’s marquee cultural moment: Art Basel.
Nina developed the concept that became “Sabores Sounds” — a genre-blending EP created in collaboration with Miami indie record label Terrestrial Funk. Inspired by the bold flavors of Topo Chico Sabores and the city’s nightlife scene, the project featured original tracks from three emerging artist groups, creatively led by DJ and label founder Daniel Edenburgh (“Brother Dan”).
Execution: Nina orchestrated the partnership from end-to-end — from creative development and artist alignment to event production and earned media strategy.
To anchor 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 merchandise.
Nina directed a multi-layered PR strategy spanning Basel preview outreach, national EP seeding, talent interviews and post-event content distribution — inserting the brand into both local and national media coverage. Working closely with Daniel Edenburgh and brand stakeholders, Nina ensured the collaboration felt artist-led and culturally authentic rather than brand-driven.
Impact: “Sabores Sounds” strengthened Topo’s cultural credibility in the key growth market of South Florida, driving trial and brand consideration among Gen Z and Millennial “Truth Seeker” consumers.
By blending taste, music and design into a cohesive, immersive experience, the activation brought the Sabores product personality to life in a way that felt native to Miami’s creative scene. The event drew more than 660 guests, with thousands of Sabores cans sampled — directly fueling product engagement and reinforcing the brand’s lifestyle positioning.
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. As one of Art Basel’s standout brand activations, “Sabores Sounds” enabled Topo Chico to break through a saturated sponsorship landscape and command attention during one of Miami’s most competitive cultural moments.
