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Will Coconut Water Beat Coca-Cola?

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First, Vita Coco spend £1.5m on their summer advertising campaign to build “maximum visibility” around the brand and drive sales over the summer period. Last month Vita Coco Kids, the children’s variant of the coconut water drink Vita Coco, launched its first TV advertising campaign across Sky Media's Kids channels along with the children’s TV network Nickelodeon and Pop Channels. Yesterday, Vita Coco has signed up Saatchi & Saatchi, New York, to lead the creative duties and they will prepare a campaign that is expected to launch by next spring. Vita Coco is looking to keep its momentum going in the increasingly crowded market of tropical drinks.

Saatchi & Saatchi, New York, will lead the more brand centric campaign which will launch next spring

The move comes about two months after Vita Coco announced plans to launch in China, as a result of a new deal with Red Bull China. The deal involved Vita Coco selling a 25% stake to Reignwood Group, the parent company of Red Bull China.

Vita Coco has focused mostly on sampling programs and targeted outdoor and digital advertising. The brand has celebrity investors including Madonna, Demi Moore and Matthew McConaughey. Rihanna, who is also an investor, appeared in campaigns in 2011 and 2012. Asked if the new campaign would use celebrities, Mr. Gallego said: "Nothing is off the table but we are looking for something that is a little more brand centric."

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2012 “Viva Vita” campaign - Ambassador Rihanna

The Rihanna fronted the “Viva Vita” campaign, which aims to drive trial and increase brand engagement with existing customers and was in carried out in key London outdoor locations. Vita Coco will be moving away from the celebrities in their 2015 campaign compared to their key competitors such as Coca-Cola-controlled Zico, which in May 2014 announced it was making Jessica Alba its "brand ambassador" as part of a new national campaign called "Crack Life Open" that includes print, out-of-home and digital ads. The brand said it was doubling its annual media spend in 2014. Zico, which had $86.7 million in sales in 2013 according to Euromonitor, spent nearly $1 million on measured media in 2013, according to Kantar Media. PepsiCo-owned O.N.E. coconut water had sales of $40.4 million in 2013, according to Euromonitor.

Vita Coco will be moving away from the use of celebrities opposite their key competitors such as Coca-Cola 

The hiring is "really part of an ongoing global growth strategy," said Arthur Gallego, the brand's Director of Corporate and Consumer Communications. "In the past, when the brand has advertised, we've typically worked with smaller shops. So this is the first time that we've worked with a truly global agency."

Saatchi's responsibilities are limited to North America, but Mr. Gallego noted "there is brand architecture [that] informs everything we do globally." The brand is now sold in 13 countries.

Vita Coco Website 

Saatchi & Saatchi Website 

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