Coconut water brand Vita Coco want to follow in the footsteps of Innocent and Red Bull in the niche drinks industry, according to Marketing Week:



"Vita Coco, which originally launched in the US in 2004 and was introduced to the UK in 2010, claims it is already the biggest selling coconut water drink in the UK, with a 96% share of the category. Giles Brook, Vita Coco’s European CEO, says its forthcoming marketing campaign will help boost the brand’s revenues to more than £25m this year, estimating that the entire coconut water category will be worth £100m in value by 2014, up from circa £20m this year. It was the fastest growing soft drinks and juices sector of 2011."

In their first attempt at above-the-line advertising in the UK, Vita Coco have signed global superstar singer Rihanna to front the campaign. CEO Giles Brook is supremely confident in the brand and the strategy as Vita Coco attempts to revolutionise the drinks market.

"Think what Innocent did to the smoothie market, think what Red Bull did to energy; Vita Coco will do that and create the next big category [in the UK].We aren’t trying to push the brand on to the consumer. This campaign is more about intrigue and letting people decide how and where to drink Vita Coco - whether that be because of its refreshing qualities, or they want to be healthy or because it reminds them of relaxing on the beach in Brazil," said Brook.


"The Rihanna fronted campaign, shot by fashion photograpaher Terry Richardson, will feature in key London outdoor locations. The brand is hoping to reach 10 million people with its billboard sites and 5 million people with its tube posters. Digital, press, experiential and in-store activity will also feature as part of the “Viva Vita” campaign, which aims to drive trial and increase brand engagement with existing customers."
Read the full article here: Marketing Week