125 Year Anniversary shopper program Campaign COMPONENTS SUMMARY
INSIGHT
125 ANNIVERSARY CAMPAIGN
OPPORTUNITY
Brand authenticity, strong storytelling, and personalization are many of the attributes millennials value most.1
Brand heritage is extremely important for Millennials. They value brands that have been around for years and they want to see the story behind a product.2
Establish an authentic connection with MULTICULTURAL shoppers through storytelling and promoting Topo Chico’s strong heritage and uniqueness.
Source: (1) Desingit, Bringing a Heritage brand to Millennials | (2) Digsite, Millennial Loyalty
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OUR Creative concept
ANNIVERSARY LOCKUP
TRUE TO THE SOURCE
Idea behind: “Water is life, and our life is our water.”
“Topo Chico water is sourced from the very springs it was originally founded in, over 125 years ago. The product is unfiltered, unaltered and timeless. To this day, the brand remains true to its original spirit, mineral essence, and same great natural taste…which is perfect for our shoppers, who desire to know where and how products are created so they can feel confident in what they’re consuming.
“
Ourinspiration: The Topo Chico mountain range and water source in Monterrey MX.
TRUE TO THE SOURCE
COMMEMORATIVE ANNIVERSARY LABELS
TRUE TO THE SOURCE PACKAGING ECOSYSTEM
Anniversary Caps 125 label Embossing
Anniversary Multipacks
TRUE TO THE SOURCE
ANNIVERSARY PACKS
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TRUE TO THE SOURCE Digital AR Experience
QR code leads to AR experience on shopper’s phone:
As a part of the anniversary celebration, we invited multicultural shoppers to discover Topo Chico’s heritage (tied to each commemorative label) through a digital activation. A QR code was printed on limited edition 12 and 4-packs, and scanning the code would prompt a web-based AR experience to open.
User Flow:
1. Shopper scans QR code on pack using phone
2. QR code opens website, and a message asks users to point their phone at any of the vintage bottle labels
1. After scanning a label, the AR experience begins in which the bottle label becomes a stage and vintage content (videos, photos etc) will play, telling the history of Topo Chico associated with that label’s year.
2. Shopper has the option to have a new experience by scanning again, or to share with friends via social media.
TRUE TO THE SOURCE POS Materials
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Pallet Side Panel
Static Cling
Shelf Talker
Pallet Header
Base Wrap
Neckringer
Table tent
TRUE TO THE SOURCE Merch/Swag
TRUE TO THE SOURCE Merch/Swag
TRUE TO THE SOURCE
The activation
TRUE TO THE SOURCE Activation Results
Participating retailers that executed the program through large activations and incremental displays:
• Fiesta
• HEB
• Kroger
• Ralph’s
• King Soopers
• Lewis Food Town
• Sellers Brothers
Commercial results: 6.6
Million 12 packs and 610,000 4packs were produced with the QR code experience. All products that were produced, were sold.
• Supermercados Teloloapan
• Pete’s Market
• Wal-Mart
• El Sol Supermarket
• Farmers market City
• Nan Dae Mun
• Savers Cost Plus
DIGITAL AR Analytics
Conversion rate: 99.86%
Results, defined
Total visits: Total amount of visits to URL.
Unique visits: Amount of unique users
Conversion rate: Percentage of users that scan their bottle label and have the AR experience after arriving on URL.
Average experiences per user: Average number of AR experiences each user has.
May 2689 2168 1.40 3387 22.23% 1.3 59 June 6381 5127 1.44 7664 21.83% 1.2 107 July 10,499 8457 1.39 12,227 21.04% 1.2 165 Aug 14,648 11,860 1.38 16,652 20.8% 1.1 208 Sept 19,430 15,604 1.38 22,110 36.12% 1.1 276 Oct 23,503 18,839 1.37 27,984 42.61% 1.2 347 Nov 28,198 22,694 1.36 35,133 47.19% 1.2 423
MONTH TOTAL VISITS UNIQUE VISITS AVG. TIME #EXPERIENCES #EXP FINISH AVG. #EXP SOCIAL SHARES