Looking to strengthen its position as a natural alternative to traditional sports drinks, ZICO has unveiled a new team of athlete endorsers. Team ZICO is comprised of 70 professional and amateur athletes with backgrounds in a variety of active endeavors. The group is headlined by current ZICO spokesmen Kevin Garnett and Olympic decathlete Bryan Clay, as well as professional surfer Bethany Hamilton, who is also sponsored by acai-drink company Sambazon. Garnett, Clay and Hamilton are joined by around 20 other professional athletes including some from other major sports, however, most of Team ZICO consists of “grass-roots” amateur athletes whose primary focus is on health, fitness, and training.
While Team ZICO appears to be the big-name part of the company’s marketing initiatives for 2012, the company says it ZICO has more in store. Marketing VP Bill Lange told BevNET that the company will pump up its marketing spend by 75 percent over 2011, with new outdoor and print advertising and a huge social media push. Lange also said that ZICO is close to signing a “major celebrity” as an endorser of its coconut water, but did not offer an an exact timetable for when the deal would be announced. Lange did note that the “big get” wouldn’t be a professional athlete.
Here’s ZICO’s press release about Team ZICO:
Naturally Powered Athletes of Team ZICO Announced
All-Star Basketball Player Kevin Garnett, Gold Medal Decathlete Bryan Clay and Professional Surfer Bethany Hamilton among the team
EL SEGUNDO, Calif., April 3, 2012 /PRNewswire/ — ZICO Pure Premium Coconut Water believes in supporting and empowering athletes and actively minded people across the country who embody a naturally powered lifestyle. As a result, Team ZICO was created. This team is comprised of 70 active individuals — both everyday people passionate about fitness and health and professional elite athletes such as NBA All-Star Kevin Garnett, Professional Surfer Bethany Hamilton and Olympic Gold Medal Decathlete Bryan Clay. These pro athletes will unite with yogis, triathletes, running moms and everyday health superstars who share a passion for training and who use ZICO to help stay naturally powered.
“I’m proud to be a part of Team ZICO along with the other athletes that live their lives in the same naturally powered way that I do,” said NBA All-Star Kevin Garnett. “Being natural is what drives the direction of my life and career at this point and ZICO is what fuels that ride. When it comes to ZICO and the power of this new campaign, what can I say, I’m a believer.”
On February 15th, ZICO announced via Facebook that applications would be accepted at www.zico.com and the brand very quickly received over 800 inspiring applicants. The final team members were selected based on a combination of their passion for fitness and health, overall personality, incorporation of ZICO’s brand philosophy (“naturally powered”), their social footprint and their level of participation/competition in their sport.
“I applied to be on Team ZICO because I love the product! It keeps me going on an endurance ride or run and it replenishes me quickly after a tough workout,” said mother of three and triathlete Veronika Doud. “Being a mom means I’m always on the lookout for healthy products my kids will enjoy. ZICO was an easy sell — if they love it, I love it!”
This carefully selected group of athletes will receive monthly ZICO deliveries, useful ZICO training gear, social media support, interaction and potential collaborations with other members of the team and they will all be featured on the Team ZICO web page (team.zico.com). ZICO is also proud to support members of Team ZICO in their charitable endeavors.
“I love the Team ZICO program and I’m so stoked to be a part of it,” said professional surfer Bethany Hamilton. “I’ve always been conscious about what I’m putting into my body and I’m excited to team up with a variety of inspirational athletes who embody ZICO’s motto of being naturally powered.”
About ZICO Beverages, LLC:
Founded in 2004 by Mark Rampolla, ZICO Beverages, LLC (pronounced Zee-co) is the maker of ZICO Pure Premium Coconut Water. With five electrolytes, as much potassium as a banana and low acidity, ZICO is the all-natural, refreshing way to hydrate and replenish. And now that ZICO is the only major brand of pure premium coconut water available in a re-sealable, recyclable, on-the-go bottle, it truly is the ultimate hydration drink. ZICO is headquartered in El Segundo, Ca. For more information, please visit http://www.zico.com.