Topo Chico Brand Partnership Strategic Framework
Background: Following a series of culturally resonant one-off collaborations in 2024 — including partnerships with Converse, Kith Treats and Terrestrial Funk — Topo Chico reached a pivotal inflection point. While the programs drove meaningful buzz and brand credibility, Topo lacked a formalized strategy or evaluative framework to guide future partnerships. Decisions were largely reactive, driven by inbound interest and subjective alignment rather than defined criteria.
Zeno was tasked with bringing rigor to the process — developing a long-term, scalable brand partnership strategy that would protect Topo Chico’s grassroots “Hidden Gem” DNA while enabling intentional growth.
Execution: Across three phases in 2025, Nina led the development and rollout of a structured brand partnership framework, transforming Topo Chico’s approach from opportunistic to strategic.
Phase 1: Brainstorming, Identification & Scoring — Nina spearheaded cross-functional ideation across Topo Chico’s passion pillars, identifying and vetting 50+ potential brand partners. In partnership with Coca-Cola stakeholders, she operationalized a structured evaluation model to score prospective collaborators across target consumer alignment, passion pillar connection, discoverability and brand voice fit. This replaced subjective, inbound-driven decision-making with disciplined, criteria grounded in authenticity, community connection and long-term brand equity.
Phase 2: Strategic Framework Development — Building on Phase 1 findings, Nina designed a future-forward partnership model distinguishing between “Hidden Gem” and “Headliner” collaborations — formalizing varied scales, executional lift, audience targets and outputs to serve distinct brand objectives. The structure ensured Topo Chico could deepen resonance with existing Truth Seekers while recruiting new consumers through differentiated approaches.
Phase 3: Pilot & Pipeline Development — Following brand approval, Nina led the execution of the first wave of Hidden Gem partnerships in late 2025, including collaborations with trendy olive oil brand Graza and I Love Chamoy, a better-for-you Mexican candy sauce brand rooted in Monterrey heritage. In parallel, Zeno advanced planning for a 2026 Headliner partnership with Wrangler — a high-fit partner unlocked during Phase 1 vetting.
Impact: The framework fundamentally shifted Topo Chico’s partnership model from reactive to proactive. By validating the Hidden Gem tier through culturally resonant pilots and establishing a forward-looking Headliner pipeline, the brand now operates with clear guardrails, defined success metrics and a scalable roadmap for growth.
Topo Chico is positioned to innovate intentionally — bolstering loyalty among core audiences while confidently inviting new consumers without compromising heritage or the equity that defines its cult-classic appeal within The Coca-Cola Company portfolio.
