Topo Chico x I Love Chamoy “A Taste of Monterrey” Partnership
Background: As part of Topo Chico’s newly formalized brand partnership strategic framework, Nina identified I Love Chamoy, a better-for-you Mexican candy sauce brand rooted in Monterrey, Mexico, as a highly aligned “Hidden Gem” partner. As Topo Chico’s birthplace since 1895, Monterrey sits at the heart of the brand’s story — making the partnership a meaningful celebration of shared heritage. With overlapping community-driven values and complementary brand voices, the opportunity was to spotlight two Monterrey-born success stories in a way that felt culturally authentic and additive rather than transactional.
Execution: In December 2025, Nina led the concepting and execution of “A Taste of Monterrey” — a limited-edition kit designed to bring regional Mexican flavor traditions to consumers nationwide. Centered around the zero-proof “Sabor de Monterrey” Michelada, the kit paired Topo Chico Mineral Water with I Love Chamoy’s signature rim dip and ingredients to recreate the ritual at home.
The activation leaned heavily into heartfelt, founder-led storytelling honoring both brands’ shared roots and growth stories. Working closely with the I Love Chamoy founder and Coca-Cola stakeholders, Nina led partnership development and execution, cultural positioning and earned media strategy from planning through launch.
She integrated Coca-Cola’s Fred Mitchell into the narrative to anchor the collaboration in heritage and brand significance, while overseeing logistics, media outreach and targeted creator seeding to amplify the shared Monterrey story across culturally attuned and Latino outlets.
Impact: The partnership elevated Topo Chico’s multicultural relevance and demonstrated that collaborations rooted in place, heritage and lived experience create deeper emotional resonance than surface-level trend moments.
The program delivered 30 high-quality placements with 87% key message pull-through, securing coverage in leading Latino culture outlets including BeLatina and Culturizando Mundo, amplifying the shared Monterrey narrative and featuring commentary from Coca-Cola’s Fred Mitchell. Strategic seeding of 20+ limited-edition kits extended reach and encouraged hands-on product engagement.
The activation further validated the Hidden Gem model in practice — proving that culturally grounded storytelling can scale impact while preserving the authenticity central to Topo Chico’s cult-classic identity within The Coca-Cola Company portfolio.
