vita coco marketing comms strategy

Vita CocoCampaign PresentationOctober 18, 2010

ObjectiveIncrease sales of Vita Coco by 25%, from $40M to $50M. Persuade approxi-mately 600,000 Health Active Influencers, 25-34, who reside in leading-class neighborhoods of NYC and LA, and drink water and sports drinks, to consider and purchase Vita Coco 2x in 2011.

Opportunity

To amplify the resounding fun values and attributes of the Vita Coco brand and product.

Truth• Vita Coco has immodest ambitions yet modest budgets• Vita Coco is a ‘loved’ brand, full of energy• The Vita Coco story is already being shared virally• Seek radical amplification not transformation

MarketplaceWater and Sports Drinks have a one-dimensional, self righteous atti-tudes to health and wellness.

Beverage brands are aggressively communicating these traditional, myopic values from media to Point of Sale.

And consumers are inundated with unattainable and unrealistic goals.

CompetitiveSeparate but equal commodity classifications. Water has difficulty innovating, sports drinks are post-workout and hangover occasion only. Both are means to an end, at opposite ends.

PURITY-TO-PERFORMANCE

CATEGORY VOID

CompetitionOther coconut water brands are also following the rules of self righteousness. But big spenders on the wrong path…

“I am natural.” “One natural exerience,”

Category

Diet

Water

Soy Milk

Vegetable Juice

Fruit Juice

Milk

Water

Sports Drinks

Bottled Water

Engineered

Bette

rmen

tAc

hiev

emen

t

Natural

InsightAmerican consumers are tired and stressed of trying to be healthy. So much effort, stress and planning, only to end up where they began. Americans are crazy about living a healthy life but does it have to be so serious, so life and death?

In Brazil, a healthy lifestyle is ingrained in the culture. The pursuit of health is enjoyable, fun and spirited. Vitality is a way of living, not an accomplishment. It seems so effortless.

BrandVita Coco is fun, approachable, effortless, and naïvely beautiful. “When you think of Vita Coco you think of a nice, natural life style. Vita Coco is just relaxed. Some-thing about the packaging makes it feel like it doesn’t take itself too seriously.”

Jenelle, 25

BrazilThe world admires Brazil for its ingenious, effortless style of healthy and spirited living. Brazilians are unmistakably beautiful in-side and out, radiating warm, fun-loving vibes and accents that in-toxicate.

“Authentic” Brazil has strong positive associations, and aspirational motivations. Brands from Brazil appeal to early-adopters seeking new experiences that liberate them from contrived product usage.

Brazil

The world admires Brazil for its ingenious, effortless style of healthy and spirited living. Brazilians are unmistakably beautiful inside and out, radiating warm, fun-loving vibes and accents that intoxicate.

“Authentic” Brazil has strong positive associations, and aspirational motivations. Brands from Brazil appeal to early-adopters seeking new experiences that liberate them from contrived product usage.

SetupMix the elements of Brazil to build affinity and preference for Vita Coco. Begin a conversation with Health Active Influencers that pokes honest fun at Sports Drinks performance and new age well-being.

BRAZIL FUN HEALTHY

Strategy

Nuts for Life: The Brazilian way of hydration

The IdeaVita Coco is a brand that is nuts for a bigger, bolder less self-righteous life. We bring this to life with all the vitality of coconut water, and the playfulBrazilian spirit of the Vita Coco brand.

Para A Vida Grande.

Put your hands together for...

3 Dimensional Spectacular

Talking Coconut Head

By incorporate audio-animatronic units onto case displays, coolers, and coun-tertops, our POS becomes an unexpected and memora-ble engagement at retail.

Suction or Clip-on

Interchangable cards

Campaign Rollout

RetailInnovationJanuary ‘11

Win The Battle At Retail

Win The Battle At Retail

Win The Battle At Retail

Talking Coconut Head

By incorporate audio-anitronic units onto case displays, coolers, and coun-tertops, our POS becomes an unexpected and memora-ble engagement at retail.

Case-size box

Animatronic unitwith motion sensor

Talking Coconut Head

By incorporate audio-animatronic units onto case displays, coolers, and coun-tertops, our POS becomes an unexpected and memora-ble engagement at retail.

Clings

Table Tents Ceiling dangler

EventMarketing/SamplingApril/May ‘11

Launch: Oasis in the City

Launch: Oasis in the City Leverage high traffic locations in NY and LA to bring to life an oasis in the city.

Coconut Oasis amplifies the spirit of Brazil – fun, excitement, stress-free Space will be filled with waterfalls, lush greenery, water misting from the skyOptimal sampling opportunity for consumers and mediaIncorporate hydration games (i.e. water balloon fight) to drive home brand benefits

SocialMediaApproachApril/May ‘11

The World Through the Eyes of Coconut HeadVita Coco is an alternative beverage brand. While the big players affirm the product attributes and category reason-for-being, Vita Coco’s point of difference is its personality-driven view of the world: its own language, its own visual style and its own sense of humor. As such, the so-cial media presence will apply the brand’s worldview on anything and everything, from news headlines, to popular viral videos, to real world places. The objective is to entertain consumers by demonstrating the Vita Coco view of the world.Tease upcoming contest and generate Face-book and Twitter fans.

The BasicsThe basic elements of a successful

social media campaign.

The SurprisesBranded experiences for consumers to

interact with and share.

CocoGoggles:

The Basics:The basic elements of a successful social media campaign.

The Surprises:Branded experience for consumers to interact with and share.

CocoTune Video Player

The Surprises:Branded experience for consumers to interact with and share.

Sounds Better In Portuguese

OutOfHomeApril/May ‘11

ExperientailEngagementJune/July ‘11

HOW IT WORKS:

100 Coconuts are hid in key areas of NY and LA – 10 in each city are the golden ticket!

Throughout the day, hints on the locations will be revealed on Facebook and Twitter

HOW IT WORKS:

100 Coconuts are hid in key areas of NY and LA – 10 in each city are the golden ticket!

Throughout the day, hints on the locations will be revealed on Facebook and Twitter

Consumer who find a coconut can bring to local retailer to redeem prize or entered to win Grand Prize

Tease upcoming contest and generate Facebook and Twitter fans

HOW IT WORKS:Each Coconut has the chance to win!Prizes include:A case of Vita CocoChance to be entered to win theGrand Prize:

Year 1: Brazilian Get-away for TwoYear 2: A trip for two to the World CupYear 3: A trip for two to the 2016 Summer Olympics

Year 1 Grand Prize

CampaignPOSApril/May ‘11

CoconutHeadOnvitacoco.comApril/May ‘11

RadioApril/May ‘11

Pandora

Sampling is key. Let’s be at the right place, at the right time.Night sampling near college campuses

Relevant walks/races

Morning and evening sampling at gyms

Weekday sampling at Gymboree/Mommy and Me classes

Sampling Opportunities

Develop timely and relevant news angles to insert Vita Coco into relevant stories throughout the year.

Keeping Vita Coco in The News

“Don’t Sweat It!” Stay Hydrated the Brazilian Way”

“Live Life Big, Even When You Have the Flu”

“Say Goodbye to Your Muffin Top and Hello to Coconut Water”

“Keep Your Sex Life Sizzling all Year Long”

June/July August/September October/November December

MediaPlan