We have a knack for creating things from scratch.
We have a knack for creating things from scratch.
UNCHARTED TERRITORY
The market for coconut water did not exist in the US. Three emerging brands were looking to own the coconut water category.
UNCHARTED TERRITORY
The market for coconut water did not exist in the US. Three emerging brands were looking to own the coconut water category.
STRATEGY
Rethink why a person should drink coconut water. Initially, Zico was positioned as a niche beverage targeting immigrants who were already familiar with coconut water. However, the real opportunity existed in the intrinsic product benefits [healthy beverage with simple sugars, electrolytes, and minerals to replenish dehydration].
We repositioned Zico as the ‘all natural sports drink.’
STRATEGY
Rethink why a person should drink coconut water. Initially, Zico was positioned as a niche beverage targeting immigrants who were already familiar with coconut water. However, the real opportunity existed in the intrinsic product benefits [healthy beverage with simple sugars, electrolytes, and minerals to replenish dehydration].
We repositioned Zico as the ‘all natural sports drink.’
RESULTS
The brand repositioning opened Zico up to a more mainstream audience.
Coca Cola purchased Zico and now it’s a household name.
RESULTS
The brand repositioning opened Zico up to a more mainstream audience.
Coca Cola purchased Zico and now it’s a household name.