COCO The Natural Drink: Coconut Water

Coco Coconut Water, which is produced with the Canadian market in mind (it has both English and French labeling), is a not from concentrate product that is packaged in a 330ml (approximately 11 oz.) Tetra Pak carton. The coconut water is sourced in Brazil and tastes very much like competing products. While it tastes good, this presents an issue of building customers loyal to the brand -- why go out of your way to get Coco when any number of brands taste the same? For many brands, the answer to this question comes from the brand (and the associated image) that they’ve created. But that’s where Coco really seems amiss, with a name and look that feels very much like a value or commodity play. So, while the product itself is a perfectly adequate choice, we’re again left feeling as though the product will be perceived as an imitator rather than something that can build a big following on its own.