VitaCoco is Britain’s best-selling coconut water, a £100 million business lead by the team who first revolutionised the non-alcoholic beverage market in the UK with the launch of Innocent. While this is an impressive figure, market penetration stands at only 1% and awareness of coconut water among consumers at a meagre 3%.
The VitaCoco team came to us with a request for a high-impact poster campaign that would clearly position the benefits of VitaCoco for as yet unenlightened consumers. The brief required us to stay within the existing design-style and create a series of tactical messaging platforms to be used on a pan-European basis for an OOH campaign. Out-of-home demands short, punchy messaging while the VitaCoco brand requires an amusing and quirky tone of voice.
We delivered against both of these requirements with a range of messages that also educate consumers around key moments of need, encouraging trial and switching from waters, juices and smoothies.