Harmless Harvest: Suspiciously Good by Madwell

A new campaign from coconut water brand, Harmless Harvest, featuring a remastered version of Suspicious Minds by American singer-songwriter Sharon Van Etten. After recently being named AOR for Harmless Harvest, Brooklyn-based agency, Madwell and the coconut water brand have launched their debut marketing campaign, called 'Suspiciously Good', designed to build affinity and name-recognition for the cult classic drink.

Leveraging the coconut water skepticism and confronting the misrepresentation, Madwell developed a campaign that is completely honest about Harmless Harvest’s strengths, flaws, and evolution – because genuine transparency is refreshing. The campaign was directly inspired by consumer interactions with the brand, including a plethora of reviews and missives on social media platforms and Amazon, questioning how it could be so good. The resulting campaign lightheartedly sends up the ridiculous over-promises of the functional beverage category, while shining a light on the premium coconut water beverage.

The 60-second spot follows a woman in a generic organic market covered with eyebrow-raising ads and filled with strange, trendy products making bold claims. At the end, she comes across a glowing pink cooler of Harmless Harvest, the only brand in the store that is as refreshing and delicious as it is socially conscious.