Vita Coco wants to ‘disrupt’ Pepsi and Coke

Wanting to be the challenger brand always has not stopped this natural drink brand from unleashing a marketing blitzkrieg.

One night in 2003, childhood friends Mike Kirban and Ira Liran met two young women from Brazil.

Soon after, Ira hopped on a plane to Brazil to see one of the girls and learned about "agua de coco." When Mike came to visit shortly after that, they got down to business with a plan to bring coconut water to the US. Vita Coco was born.

In 2016, it was the second biggest contributor to the chilled juice category in the US market. Now, the entrepreneurial enterprise has decide to go national with its first foray into national TV in the US.

Clear coconut water is still a small player in the market. Vito Coco is looking to double household penetration and raise awareness among health-conscious consumers. The multimillion pound ‘Reach for the Beach’ campaign will run for four months over summer and include out-of-home, digital, experiential and PR activity.

In the case of healthy drinks, the advantage that Coco has is that it has 40 per cent less sugar than fruit or a smoothie. This means that Vita Coco will not be affected by the proposed sugar tax that is set to be levied from next year. According to Vita Coco’s CEO, Europe, Middle East and Asia, “It will give us a competitive edge as our product hasn’t been messed around with.”

Source :https://www.marketingweek.com/2017/05/25/vita-coco-coconut-water-challenger-brand/