Coconut water brand Vita Coco is preparing to launch its first ever global advertising campaign this month.
Entitled Stupidly Simple, it will launch in 11 cities across Europe and run until August, incorporating digital activity, social media, out-of-home advertising and retail activation. With a media buy totalling more than £2m, the campaign will emphasise coconut water’s simplicity and “makes the case for the obvious simplicity of natural coconut water, urging consumers to rethink anything that’s unnecessarily overcomplicated”.
The marketing effort features slogans such as “who supplies our coconut water? The coconuts” and “what is it? It’s water. From a coconut”.
In the UK, a series of innovative Street Talker competitions will be rolled out and the company will occupy 21 sites outside the country’s busiest railway station, London Waterloo.
Vita Coco EMEA CEO Giles Brook said: “We are all being bombarded by so many confusing messages about food and drink. We want to keep things simple, remind everyone what Vita Coco is all about – natural hydration, no messing around… just like sticking a straw into a green coconut. That is what our consumers care about and that is why the brand continues to build from strength to strength.”
© FoodBev Media Ltd 2024