COCO The Natural Drink: coconut water with pineapple

Coco’s Coconut Water with Pineapple is a blend of coconut water and pineapple puree. Like the flagship “coconut water” flavor, this variety has a fairly familiar (assuming you’ve tried the many other brands of pineapple coconut water out there), but enjoyable, flavor. Still, the lack of differentiation is a big issue -- how does this brand gain a loyal following? The packaging, which is an 11 oz. Tetra Pak carton, doesn’t really help much either. Its only point of differentiation is in its bilingual packaging, with which it appears to be first to market. Otherwise, using simply the name “Coco” in a market where “coco” is being used in many different coconut waters is like naming your energy drink “Energy.” From our perspective (where we see tons of brands fail every year), this doesn’t seem like the most sound approach to establishing your brand. Overall, it tastes nice, but we don’t really see a meaningful point of differentiation with this product.