Coconut water brand Vita Coco has launched its first global ad campaign investing over £2m in the push.
The Stupidly Simple campaign, the brand's biggest to date, spans digital, social, out of home, retail activation and experiential activity, and will aim to reach in excess of 10 million 22-39 year olds.
The campaign will include a full takeover of London's Waterloo station and a Street Talker competition where selected telephone boxes across the UK will feature advertising, promoting the opportunity to win Vita Coco coconut water when designated phone boxes ring at 7pm.
A 30-second film will run online in digital and social media.
Giles Brook, chief executive of Vita Coco EMEA said the campaign aims to dispell confusing messages about food and drink.
"We want to keep things simple, remind everyone what Vita Coco is all about - natural hydration, no messing around... just like sticking a straw into a green coconut… That is what our consumers care about and that is why the brand continues to build from strength to strength," he said.
The campaign concept was devised by Saatchi & Saatchi, New York and executed by Droga5 London and Mindshare in the UK and Madwell and Crossmedia in the US.