Coconut water titan Vita Coco has announced the launch of a new advertising campaign called “Stupidly Simple,” a global marketing effort intended to simplify messaging of coconut water to that of a natural, refreshing beverage. The campaign, which debuted in May, stands in contrast to common advertising and promotion of coconut water as an electrolyte-packed beverage and natural alternative to popular sports drinks.
With taglines such as “Our plant is a plant,” “It’s water. From a coconut,” and “Drink it when you’re thirsty,” Vita Coco’s new campaign “points out the absurdity of the complex and answers it with the beauty of the simple,” according a company press release.
“Stupidly Simple” was developed by Saatchi & Saatchi, which had been hired by Vita Coco in July, 2014 on a six-month contract. Although Vita Coco was pleased with the concept, the company opted not to renew its business with Saatchi, citing a “need for more regional, tactical support to deliver on” the message, according to Jane Prior, Vita Coco’s executive vice president for global brand strategy and development.
Vita Coco has enlisted creative agencies Madwell and Crossmedia for execution of the campaign in the U.S. Droga5 London and Mindshare will manage “Stupidly Simple” marketing in the U.K. and Europe. The campaign includes digital, social, out-of-home advertising and will also feature the brand first broadcast television spot.
Here is Vita Coco’s press release in full:
Vita Coco® Coconut Water Launches New Global Advertising Campaign, “Stupidly Simple®”
Leading beverage brand celebrates the obvious brilliance of natural coconut water in first global campaign
NEW YORK–(BUSINESS WIRE) — You know the story by now: two guys walk into a bar in New York City, meet two Brazilian women, talk about “agua de coco.” Fast forward a year, and Vita Coco coconut water is born. It was simple. Stupidly so.
If only everything in life was that simple. There are four million channels to watch, and five hundred apps to count calories. There’s the latest fad diet. Salt is bad. No, fat is bad. Sugar is the new fat. Bottled beverages with scary names and ingredients you cannot pronounce.
Vita Coco offers one of the most stupidly simple drinks on the planet. It’s water, from a coconut, in a carton. That’s it. Enter the theme for Vita Coco’s latest advertising and marketing campaign, “Stupidly Simple”, which launched in the US and Europe in late May, and will run through September 2015.
The campaign, which will feature digital, social, out-of-home advertising elements and the brand’s first foray into broadcast TV, invites you to see the world in a different, uncomplicated way. With taglines such as “Our Plant is a Plant” (a nod to the brand’s natural proposition and simple production process) and “It’s water. From a Coconut.”, Vita Coco points out the absurdity of the complex and answers it with the beauty of the simple.
Additional taglines include:
- Our recipe is 15,000,000 years old. Roughly.
- Drink it when you’re thirsty.
- It’s hydration, not rocket science.
The idea to package fresh coconut water, one of nature’s best creations, was a “Stupidly Simple” moment. Vita Coco launched in New York in 2004 and has since expanded its distribution to 30 countries around the world. “Global expansion is complicated – we deal with production, transport, language and packaging issues every day,” says Vita Coco co-founder and CEO Michael Kirban. “But as we continue to grow, we’re constantly reminded that what we sell is not complicated: natural, high quality coconut water. That’s what ‘Stupidly Simple’ celebrates… finding simplicity in the beverage aisle, or in any part of your life.”
Campaign concept: Saatchi & Saatchi, New York
Campaign execution, US: Madwell and Crossmedia
Campaign execution, UK and Europe: Droga5 London and Mindshare
About Vita Coco
Vita Coco is one of the most popular coconut water beverage brands in the world and is sold in 30 countries. For more information visit www.vitacoco.com.