Topo Chico | Brand Partnership Strategic Framework
The Challenge: Following a series of culturally resonant collaborations in 2024 — including partnerships with Converse, Kith Treats and Terrestrial Funk — Topo Chico found itself at a crossroads. While the programs drove meaningful brand credibility and cultural buzz, the brand 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 or a long-term vision.
The Opportunity: Nina identified an opportunity to change that — building a strategic framework that would protect Topo Chico's grassroots "Hidden Gem" DNA while giving the brand a principled, scalable path to grow through collaboration without compromising the authenticity and community that define its cult-classic appeal.
The Work: Across three phases in 2025, Nina led the creation and rollout of Topo Chico’s first brand partnership strategic framework, restructuring the brand's collaboration approach from reactive to intentional.
Phase 1: Brainstorming, Identification & Scoring — Nina spearheaded a comprehensive, cross-category ideation process spanning Topo Chico’s passion pillars, identifying and vetting 50+ potential brand partners. Working closely with Coca-Cola stakeholders, she operationalized a rigorous evaluation model scoring prospective collaborators across target consumer alignment, passion pillar connection, discoverability and brand voice fit — replacing subjective, inbound-driven decision-making with disciplined criteria grounded in authenticity, community connection, long-term brand equity and brand and business impact.
Phase 2: Strategic Framework Architecture — Building on Phase 1 findings, Nina designed a forward-looking partnership model distinguishing between “Hidden Gem” and “Headliner” collaborations — formalizing varied scales, executional lift, audience targets and outputs to serve distinct brand objectives and ensure Topo Chico could deepen resonance with existing “Truth Seeker” consumers while enticing new ones 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 Graza and I Love Chamoy, a better-for-you Mexican candy sauce brand rooted in Monterrey heritage. In parallel, she advanced planning for a 2027 “Headliner” partnership with Wrangler — a high-fit partner surfaced during Phase 1 vetting.
The Impact: The framework fundamentally shifted how Topo Chico approaches collaboration — giving the brand clear guardrails, defined success metrics and a scalable roadmap for growth that honors its integrity while opening the door to bolder, more ambitious collaboration.
Topo Chico is now positioned to innovate with confidence, deepening loyalty among core consumers while inviting new audiences into the brand without diluting the equity and grassroots, heritage-led brand ethos that make it one of Coca-Cola's most culturally beloved brands.
