EL SEGUNDO, Calif.–(BUSINESS WIRE)–ZICO Beverages LLC, makers of ZICO® Premium Coconut Water, kicked off the summer with its 2015 Crack Life Open™ national campaign today with brand ambassador Jessica Alba. Building on the relationship formed in 2014, the talented actress, bestselling author and successful entrepreneur will bring ZICO’s brand ethos to life again through a multimillion dollar campaign spanning print, out-of-home (OOH), experiential and social/digital advertising across the U.S.
In 2014, ZICO created its Crack Life Open campaign to remind people that like coconuts, life is better when our hearts and minds are open. The 2015 brand campaign tells the next chapter of Crack Life Open by bringing to life how to ‘Flourish from the Inside Out.’ Featuring Jessica Alba and a series of custom floral illustrations by artist Adam Larson, ZICO’s 2015 creative highlights what it means to Crack Life Open and thrive on a physical and emotional level: Living a beautiful life, whatever that looks like to you, is a choice that starts with what you put in your body and extends to how we view and interact with the outside world.
“Life is full of compromises, but we think your body shouldn’t be one of them,” said Lorna Peters, ZICO Chief Marketing Officer. “The reality is, you can’t Crack Life Open if your needs consistently fall to the bottom of your to-do list. The goal of our 2015 campaign is to make people pause and think about the ripple effect of our actions – and how prioritizing everyday personal growth lets us flourish from the inside out and get the most from life.”
“In our 24/7 society, I’m a firm believer in focusing on what you can control and what brings the most meaning and personal satisfaction to your life,” said Jessica Alba, ZICO Brand Ambassador. “There’s no one-size-fits-all definition for what it means to Crack Life Open, but to me, flourishing starts with being aware of the choices I make every day – including what I put in my body – which allows me to think differently, push boundaries and practice gratitude.”
Throughout the summer, ZICO’s Crack Life Open national campaign, which features updated packaging to reflect ZICO’s new visual brand identity, will appear in Print (diverse media partners include Fast Company, InStyle and Men’s Health, among others); OOH (more than 30 disruptive placements and painted murals in key markets) along with Digital and Experiential Brand Elements (Refinery29 and Thrillist partnerships include custom content, summer-long influencer campaigns and unique event extensions).
For #CrackLifeOpen inspiration, be our friend: www.facebook.com/ZICOcoconut, Instagram.com/ZICOcoconut,Pinterest.com/ZICOcoconut, Twitter.com/ZICOcoconut or Google+ or check out ZICO.com for more information.
About ZICO Beverages, LLC.
Founded in 2004, ZICO Beverages, LLC (pronounced Zee-co) is the maker of ZICO® Premium Coconut Water™. Beyond the original, bestselling ZICO Natural Coconut Water which has zero fat and zero cholesterol, we’ve expanded our product lineup to include new flavored coconut waters like Chocolate, Pineapple and Watermelon Raspberry, in addition to our new ZICO Chilled Juices, which combine chilled premium coconut water with mouthwatering fruit juices like Orange and Pineapple Mango. All ZICO products naturally support hydration with five electrolytes, including as much potassium as a banana. You used to have to shinny up a tree and machete-open a coconut to experience the refreshing taste of coconut water, but not anymore. We climbed the tree for you®.
About Jessica Alba
Jessica Alba is a Golden Globe-nominated actress, known around the world for her work in film and television and as an activist and bestselling author. She is founder and chief creative officer of The Honest Company, which she launched in 2012 with a mission to inspire and empower people to live a healthy and happy life. The Honest Company sells products that are effective, safe, beautiful, accessible and responsible, with a growing portfolio of more than 100 products in the ever-expanding categories of baby, personal care, home care, vitamins and supplements and more. Her first book, “The Honest Life: Living Naturally and True to You,” is a New York Times bestseller, sharing insights and tips for making healthy living fun, real and stylish.