Why We Said No to the Kardashians and Still Ended Up in Vogue

Before The Coca-Cola Company purchased Topo Chico in 2017, we got a call that surprised us. The Kardashians’ management team reached out about a possible partnership. On paper, that kind of collaboration might have seemed like a golden ticket. A massive audience, endless publicity, and a guaranteed flood of attention. And honestly, we were flattered. It meant people at the very top of the pop culture pyramid actually knew who we were. That alone was validation that the work we had been doing for years was cutting through the noise.

But here’s the thing...we passed. Not because we didn’t see the value, but because we knew exactly where we wanted to take the brand. The strategy was crystal clear. We weren’t chasing short-term hype. We were focused on building a cultural movement around authenticity. That meant staying true to our roots, our audience, and our vision.

Even so, as we did with everyone who showed interest, we sent a thank-you. In this case, it was branded refrigerators filled with Topo Chico and a monthly restock. No contracts. No endorsements. Just a simple gesture. That was years ago.

Fast forward to this month. Kendall Jenner is in Vogue, casually drinking a Topo Chico. No partnership. No payment. No coordination. Just the brand showing up naturally. And that’s the kind of win money can’t buy.

For me, it’s moments like this that prove the long game works. I spent more than a decade pouring myself into building Topo Chico’s digital presence...before and after Coca-Cola’s acquisition. Even now, two years after I wrapped up my time with the brand, I still see the ripple effects of seeds we planted years back. Those fridges. Those cases. The relationships we built with crews, musicians, athletes, and everyday fans. All of it added up.

Some people still say we were crazy for not jumping on that Kardashian deal. Maybe. But what I know for certain is this: we were already winning. The brand showed up in more than two dozen TV shows and half a dozen major motion pictures without a single check being written. Crews and cast members put it on screen because they liked it, not because they were paid to. Pro athletes and musicians posted about it because they drank it, not because they had to. That is the definition of cultural relevance.

Even if it takes ten years for those seeds to bear fruit, it’s worth it. And when I see the brand pop up in Vogue or on screen today, I know we made the right call.

Play the long game. Plant the right seeds. Stay true to your vision. The results will come in ways you can’t predict...and they’ll be far more powerful than any paid partnership.

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I am an Ad-Age, Emmy, Shorty, Telly, and Webby Award-Winning Social Media Strategist and Content Creator for outdoor lifestyle, adventure, travel, and recreation brands. Over two decades, I’ve honed my skills in digital storytelling and brand strategy, working with top-tier food & beverage and outdoor lifestyle brands. My expertise lies in creating engaging digital content and crafting compelling narratives that resonate with audiences, elevate brand presence, and foster strong online communities.