Coconut water company Zico looked to a six-year-old to inspire change and improve the morale of workers at its headquarters.
The newest national Zico campaign, ‘Help Your Self,’ shows consumers just how a child can change people’s outlook. Given full control of the Zico office for 48 hours (seriously) as interim chief executive officer, first grader Estella used her new leadership role to dole out naps, take the team out to recess, turn a conference room into a ball pit, and even ride a pony around the office. The results were a strange combination of cute, distracting, puzzling and ultimately positive.
At the start of the seven-plus-minute film, CCEO (Child CEO) replaces Zico President Tom Larsen. Her stint shows how little moments in a work day – the unexpected shared laughter between co-workers, a quick snack break, impromptu conference room celebrations – all add up to simple ways to help your self. The employees, at first, were skeptical about the stunt, one even admitting she’s not much of a kid person. All of them come across as a bit wary, but they played along and followed her very kid-like requests, like being ridden through the office by a pony, who subsequently poops on the floor.
“Some people even told me they had the ‘best day ever’,” shared the precocious Estella.
Born out of Zico’s commitment to helping consumers bring out the best version of themselves, the Help Your Self campaign aims to inspire people to think differently about holistic wellness. The brand believes holistic wellness is for everyone – from yogis to new parents to entrepreneurs and beyond.
“We know holistic wellness can oftentimes feel overwhelming and unachievable, but as a brand we’re committed to shifting perception to motivate positive change,” shared Meghann Seidner, Zico vice president of marketing. “We believe small changes can propel us to thrive in today’s world – and it can be simpler than one may think.”
“Handing the CEO reins to a first grader was a first at the Zico company,” said Larson. “We quickly learned that there was no one more fitting than Estella to showcase to our audience how easy holistic wellness can be. Just as Zico’s 100% Coconut Water can be a simple addition to the day, we want to help consumers embrace holistic living and hydrate the whole you – mind, body and soul.”
Zico will further share the Help Your Self message through numerous consumer touch-points in key markets across the US. Other core campaign components include large-scale digital and social campaigns, out-of-home events and advertising support.