Vita Coco, the coconut water drink, has added youth communications agency Thinkhouse to its current agency line-up to design a creative, consumer campaign for the brand in 2014.
Working across social, digital and PR Thinkhouse, will also develop Vita Coco’s existing ‘Let Nature Do Its Thing’ campaign.
The partnership kicked off this week with Vita Coco’s first ‘gifiting app’, Coco Connect, a digitally driven, peer-to-peer campaign engaging with the brand’s fan base to encourage trial of the product.
The campaign, bolstered with Twitter support, uses the hashtag #MakeTheNaturalSwitch.
Emily Cramp, MD at Thinkhouse, said: “It's no coincidence that the UK's fastest growing drinks brand looks to the UK's fastest growing agency to take on 2014. We always strive to work with like-minded brands; Vita Coco is here to shake things up, with a passion for creating incredible social and digital campaigns to connect with fans.
“We can’t wait to get stuck into helping to shape the brands very bright future, kicking off with ‘Coco Connect’ this week.”
The Coco Connect app, part of the ‘Let Nature Do Its Thing’ campaign is accessible via the Vita Coco website and allows consumers to log into Twitter to send a customisable tweet to a friend, offering them a free 330ml bottle, which comes with a downloadable voucher link.