VitaCoco
A Sip in the Right Direction
Creative Direction, Strategy, Copywriting & Graphic Design
How can the popular coconut water grab the attention of time-starved, health-conscious millenial moms?
Program Platform & Rationale
It seems every marketing campaign is “targeting millennials” these days. But not all programs need to feel so generic. By basing our concept on data and insights around a specific target, we developed a program that was hyper-relevant while still broad enough to activate at any retailer.
Based on our core idea we developed distinct variations for each key retailer. For CVS, "A Sip in the Right Direction" became a partnership to help people get flu shots.
To ensure sell-in we equipped Vita Coco's sales team with “cheat sheets” containing all the information they could ever need about their retailer partners: from what ISV they would likely accept to digital technologies they were activating.