The £2m “Stupidly Simple” campaign kicks off today (8 June) with an online video and digital, social, OOH, retail and experiential activity, including a takeover of London’s Waterloo station and its “Street Talker” competition, which will see phone boxes across London ring at 7pm offering the chance to win coconut water.
It is in an effort to drive further awareness of Vita Coco’s natural and pure ingredients (100% coconut water or coconut water with fruit puree) to reach “health conscious” consumers and tap into the growth of healthy drinks, according to the brand.
Pip Brook, Vita Coco’s EMEA marketing director, told Marketing Week: “Our positioning is all about being an everyday, natural lifestyle drink.
“There has been a massive switch globally of people starting to consider not only what they eat, but what they drink as well,” she said, adding that the brand’s target market is the “healthy active influencer, aged 25 to 39”.
“If you look at the growth that happened in the US, the UK is starting to see some of that growth,” she added.
IRI data cited by the brand showed that Vita Coco was the UK’s fastest growing non-alcoholic beverage in 2014.
Meanwhile, its global sales hit $420m at the end of 2014 according to Euromonitor, up from $267.5m in 2013.
With Vita Coco available in six flavours including Lemonade, Pineapple, Peach & mango, Café Latte and Café Mocha, Brook said the brand has picked up “a lot of business from the traditional juice and smoothie market, which is being hit badly by high sugar levels”.
She added that the brand is also working with sporting events to promote Vita Coco’s potassium and electrolyte content in an effort to target consumers who are moving from sports drinks to coconut water.