SAN FRANCISCO — Harmless Harvest, the organic coconut water industry pioneer, is kicking off a bold new ad campaign that deliberately points out what differentiates them – flipping the switch to prove why some of its perceived criticisms are actually the brand’s strongest assets. With sensational headlines like Harmless Is Expensive, Harmless Is Perishable, and Harmless Is Not Perfect, Harmless Harvest is reinforcing the unique traits that play into the brand’s commitment to quality, integrity, and community stewardship. The “Harmless Is” campaign is kicking off in May with out of home and transit media buys on some of NYC and LA’s most popular buildings, billboards, and subway lines – including Union Square, Lafayette and the L train.
“Our mission at Harmless Harvest has always been to look at the big picture, and deliver an amazing product that also has a positive impact on the world around us. Through this campaign, we’re encouraging our customers to look closer at what’s behind the brand and the values we stand by,” said Jenna Stephenson, Director of Marketing and Innovation at Harmless Harvest. “Everything we do is for a purpose – whether it’s the fact that our coconut waters have a shorter shelf life because they’re free of preservatives or additives, or that our prices are a bit higher, because we support paying fair prices for our coconuts and continually reinvest in our farmers’ communities. Our new campaign embraces those so-called imperfections and exposes them for what they truly are – all part of our commitment to living harmlessly.”
A key visual element of the new campaign is Harmless Harvest’s farmers in Thailand, who truly embody the brand’s core values including Fair for Life, organic, and social accountability. Renowned photographer Joey L went behind the scenes in Thailand to capture the Harmless approach from start to finish – from sourcing young organic coconuts, to giving back to the local Thai communities, to its ecosystem-based business model, packaging, and more. The Harmless farmers and/or their work are front and center in every ad, with messages that communicate how the brand supports their efforts. For example:
- Harmless Is Expensive focuses on ensuring fair prices for farmers and well-being for everyone in the Harmless Harvest chain of custody
- Harmless Is Perishable and Harmless Is Not Perfect highlight the brand’s emphasis on using high quality organic coconuts
- Harmless Is A Fighter and Harmless Is Community emphasize the brand’s commitment to reinvesting in local Thai communities by contributing to social projects like improved access to local education and healthcare
To broaden reach for its efforts, Harmless Harvest is supplementing the advertising campaign with an intensive field marketing initiative through the summer, encompassing more than 300 events, 20,000 coupons, 110 retail store visits and 60 guerilla sampling missions across the country.
“Unlike other coconut water brands, Harmless Harvest embodies an ideology that encompasses everything from how they responsibly source the product and invest in the communities where they operate, to the rigorous organic farming and quality standards they abide by, to the minimal processing they put their product through,” said Doug Cameron, CEO of DCX Growth Accelerator, the creative advertising agency for the Harmless Is campaign. “As the brand grows, we wanted it to do so in a way that embraces and advances this “constructive capitalism” ideology, which is why we focused on the people, planet and product pillars. The truth is that it is not easy to abide by these standards and sometimes you need to really be a fighter, so we decided to fly in the face of traditional marketing, which boasts about low price, consistency, perfection, etc. We want to say loudly and proudly that Harmless Harvest doesn’t compromise.”
Harmless Harvest’s family of organic, Fair for Life beverages includes Harmless Harvest Coconut Water and the line of Harmless Coconut Probiotic non-dairy yogurt drinks. Harmless Coconut Probiotics combine the company’s critically acclaimed organic coconut water, coconut meat from young coconuts, organic fruits and active probiotic cultures to support digestive and immune health. A must-have for summer hydration, Harmless Harvest Coconut Water is a natural source of electrolytes like potassium, making it great for replenishment on the go.
About Harmless Harvest
Harmless Harvest delivered the first-organic coconut water that is Fair for Life certified. This certification ensures that Harmless Harvest meets rigorous and independent standards and provides fair prices for coconuts, healthcare, and well-being assurance for every farmer and employee both abroad and in the U.S. Harmless Harvest’s ecosystem-based business model also includes investing in the Thai community where their coconuts are grown. From seed to shelf, the team at Harmless Harvest is committed to sharing the welfare they create and touching more lives with clean, delicious, organic foods that are produced and traded with fair and sustainable business practices that promote social, agricultural, and environmental progress.