Through 2020, even if they were WFH, Gen-Z and Millennials still relish the moment that they close their laptop and open a drink, when their you 9-5 becomes a 5-9. As part of the account team at M&C Saatchi, we leveraged this cultural truth and made it ownable for Topo Chico through an agile influencer and media campaign.

I forged partnerships with key Gen-Z tastemakers, utilizing Instagram’s new Reels feature to position Topo Chico as an innovator from launch. Alongside this, I worked on the a virtual tasting and content creation experience that put product-in-hand, messaging key benefits through an editorial lens.