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Vita Coco
Campaign
Presentation
October 18, 2010
Objective
Increase sales of Vita Coco by 25%, from $40M to $50M. Persuade approxi-
mately 600,000 Health Active Influencer...
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 Vit...
Marketplace
Water and Sports Drinks have a one-dimensional, self righteous atti-
tudes to health and wellness.

Beverage b...
Competitive
Separate but equal commodity classifications. Water has difficulty
innovating, sports drinks are post-workout ...
Competition
Other coconut water brands are also following the rules of self
righteousness. But big spenders on the wrong p...
Category




                             Betterment
   Soy Milk


   Vegetable Juice                                     ...
Insight
American consumers are tired and stressed of trying to be healthy.
So much effort, stress and planning, only to en...
Brand
        Vita Coco is fun, approachable, effortless,
        and naïvely beautiful. “When you think of
        Vita C...
Brazil
The world admires Brazil for its ingenious, effortless style of
healthy and spirited living. Brazilians are unmista...
Brazil

The world admires Brazil for its ingenious, effortless style of healthy
and spirited living. Brazilians are unmist...
Setup
Mix the elements of Brazil to build affinity and preference for
Vita Coco. Begin a conversation with Health Active I...
Strategy



   Nuts for Life: The Brazilian way of hydration
The Idea
Vita Coco is a brand that is nuts for a
bigger, bolder less self-righteous life.
We bring this to life with all t...
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 beco...
Campaign Rollout
Retail
Innovation
January ‘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 become...
Talking Coconut Head

By incorporate audio-
animatronic units onto case
displays, coolers, and coun-
tertops, our POS beco...
Clings




         Table Tents   Ceiling dangler
Event
Marketing/Sampling
April/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 Oas...
Social
Media
Approach
April/May ‘11
CocoGoggles:
  The World Through the Eyes of Coconut Head
  Vita Coco is an alternative beverage brand. While the big play...
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
Out
Of
Home
April/May ‘11
Experientail
Engagement
June/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 th...
HOW IT WORKS:
  100 Coconuts are hid in key areas of NY and
  LA – 10 in each city are the golden ticket!

  Throughout th...
HOW IT WORKS:
  Each Coconut has the chance to win!
  Prizes include:
  A case of Vita Coco
  Chance to be entered to win ...
Year 1 Grand Prize
Campaign
POS
April/May ‘11
Coconut
Head
On
vitacoco.com
April/May ‘11
Radio
April/May ‘11
Pandora
Sampling Opportunities
Sampling is key. Let’s be at the right place, at the right time.
   Night sampling near college cam...
Keeping Vita Coco in The News
Develop timely and relevant news angles to insert Vita Coco
into relevant stories throughout...
Media
Plan
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
Vita Coco Marketing Comms Strategy
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Transcript of "Vita Coco Marketing Comms Strategy"

  1. 1. Vita Coco Campaign Presentation October 18, 2010
  2. 2. Objective Increase 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.
  3. 3. Opportunity To amplify the resounding fun values and attributes of the Vita Coco brand and product.
  4. 4. 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
  5. 5. Marketplace Water 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.
  6. 6. Competitive Separate 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
  7. 7. Competition Other coconut water brands are also following the rules of self righteousness. But big spenders on the wrong path… “I am natural.” “One natural exerience,”
  8. 8. Category Betterment Soy Milk Vegetable Juice Diet Fruit Juice Milk Water Water Bottled Water Natural Engineered Achievement Sports Drinks
  9. 9. Insight American 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.
  10. 10. Brand Vita 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
  11. 11. Brazil The 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.
  12. 12. 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.
  13. 13. Setup Mix 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
  14. 14. Strategy Nuts for Life: The Brazilian way of hydration
  15. 15. The Idea Vita 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 playful Brazilian spirit of the Vita Coco brand.
  16. 16. Para A Vida Grande.
  17. 17. Put your hands together for...
  18. 18. 3 Dimensional Spectacular
  19. 19. 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
  20. 20. Campaign Rollout
  21. 21. Retail Innovation January ‘11
  22. 22. Win The Battle At Retail
  23. 23. Win The Battle At Retail
  24. 24. Win The Battle At Retail
  25. 25. 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. Animatronic unit with motion sensor Case-size box
  26. 26. 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.
  27. 27. Clings Table Tents Ceiling dangler
  28. 28. Event Marketing/Sampling April/May ‘11
  29. 29. Launch: Oasis in the City
  30. 30. 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 sky Optimal sampling opportunity for consumers and media Incorporate hydration games (i.e. water balloon fight) to drive home brand benefits
  31. 31. Social Media Approach April/May ‘11
  32. 32. CocoGoggles: The World Through the Eyes of Coconut Head Vita 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 Basics The Surprises The basic elements of a successful Branded experiences for consumers to social media campaign. interact with and share.
  33. 33. The Basics: The basic elements of a successful social media campaign.
  34. 34. The Surprises: Branded experience for consumers to interact with and share. CocoTune Video Player
  35. 35. The Surprises: Branded experience for consumers to interact with and share. Sounds Better In Portuguese
  36. 36. Out Of Home April/May ‘11
  37. 37. Experientail Engagement June/July ‘11
  38. 38. 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
  39. 39. 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
  40. 40. HOW IT WORKS: Each Coconut has the chance to win! Prizes include: A case of Vita Coco Chance to be entered to win the Grand Prize: Year 1: Brazilian Get-away for Two Year 2: A trip for two to the World Cup Year 3: A trip for two to the 2016 Summer Olympics
  41. 41. Year 1 Grand Prize
  42. 42. Campaign POS April/May ‘11
  43. 43. Coconut Head On vitacoco.com April/May ‘11
  44. 44. Radio April/May ‘11
  45. 45. Pandora
  46. 46. Sampling Opportunities 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
  47. 47. Keeping Vita Coco in The News Develop timely and relevant news angles to insert Vita Coco into relevant stories throughout the year. June/July August/September October/November December “Don’t Sweat It!” “Keep Your Sex Life “Live Life Big, “Say Goodbye to Your Stay Hydrated the Sizzling all Year Long” Even When You Muffin Top and Hello Brazilian Way” Have the Flu” to Coconut Water”
  48. 48. Media Plan
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