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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Vita Coco urges consumers to “grab nature by the coconuts” in £1.5m campaign

Vita Coco Coconut Water is gearing up to launch a £1.5m summer advertising campaign to build “maximum visibility” around the brand and drive sales over the summer period.

The four-week "Grab Nature By The Coconuts" campaign, which kicks off on 19 May in London, Manchester, Paris, Dublin and Amsterdam, will be pushed through a combination of advertising, experiential activity, POS, vehicle advertising and digital activation, as well as the brand’s fist ever London Waterloo station takeover.

Giles Brook, CEO of Vita Coco Europe, commented: “We are particularly excited about this, our biggest ever summer advertising campaign to date. We are seeing a growing demand for Vita Coco in Europe, with consumers looking for healthy alternatives to high sugar juices. The brand has grown by 127 per cent in the UK in the last year, a figure that has doubled every year since launching here four years ago - it is now the fastest growing brand in chilled juices and smoothies.

London tube ads across all key London underground stations will feature from 19 May for two weeks, with roadside ads across London and Manchester to run for four weeks along with prime positioned billboards in central London and key commuter routes.

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