Custom voicemail recordings are back in style in Molson Coors’ campaign for Topo Chico Hard Seltzer.

Created by Mischief @ No Fixed Address, the “Hello Topo Chico Hard Seltzer” campaign sees the brand partner with actor and comedian Ben Schwartz to refresh and rent out consumers’ neglected voicemail greetings to Topo Chico Hard Seltzer.

Marking the creative agency’s first work for the brand, through Monday, May 13, visitors to hellotopochico.com can select a pre-written message to record as their new voicemail. The first 50 entrants each weekday will receive Topo Chico Hard Seltzer this summer (in the form of a $36 payment) and will be entered for a chance to win a recording from Schwartz himself.

The campaign introduces the brand’s newest flavor, Oasis Cherry, while a 15-second spot (above) also introduces a refreshed variety pack with a new look. It will include English and Spanish creative assets across TVC, OLV, OOH, social and retail channels.

The nostalgia play, however, is the most interesting part of the campaign, as it taps into a relic of a medium. Associating voicemail with seltzer and fun calls to mind a staple of perhaps the early 2000s, when going out to concerts or partying with friends usually entailed recording your favorite song on a flip phone for a voicemail message. 

Topo Chico’s effort comes as a recent online survey of 1,000 respondents over the age of 21 showed that 76% do not regularly update their voicemail recording and nearly half (44%) haven’t updated their voicemail recording in years.