The Drum Awards Festival - Official Deadline

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Agency: Madwell
Date: Jun 2019
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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.


Laura Wasson - Creative Director

Adam Levite – Director

Colin McKenzie - Account Director

Berto Aguayo - Senior Creative Producer

Hilary Krishnan - Creative Producer

Julia Compton - Design Director

Lauren Otis - Senior Copywriter

Devin Kharpertian - Copywriter