Hydrating Hong Kong naturally with Vita Coco

Vita Coco
Challenges

Vita Coco is the world’s leading coconut water brand, originally introduced in New York in 2004. Today, Vita Coco is available in 30 countries and is one of the most popular natural beverages in the world.

Leading the Hong Kong market launch in 2016, our challenge was to position Vita Coco as a playful, friendly and cheeky must-drink brand in a market already saturated with established competitors and little awareness of the benefits of coconut water. Educating and expanding the segment was critical.

Approach
  • Announced Vita Coco’s launch into the Hong Kong market with entrepreneur interviews
  • Hosted an exclusive media luncheon with Vita Coco founder Michael Kirban, who personally introduced the brand to media
  • Created two experiential campaigns to showcase the brand’s personality and powers of natural hydration: Vita Coco Boat Delivery to beach-goers and Vita Coco Natural Hydration Lab with Grassroots Pantry, Hong Kong’s premier eco-conscious dining destination
  • Forged powerful collaborations with like-minded brands to convey the key messages of fitness, fashion and empowerment, and integrate the brand into Hong Kong’s athleisure and wellness market
  • Treated media and online influencers to personalised crates filled with coconut water
  • Lined up online media collaborations with publications such as CosmoBody, ELLE and Eat and Travel Weekly to increase brand awareness in the local market
Vita Coco
Outcomes
Newspaper
+40
features and mentions from multiple media platforms read by Vita Coco’s target audience
+130%
social media engagement growth peaking over the key summer months
Partnerships
+6
relationships established with local restaurant, fitness and fashion brands resulting in meaningful collaborations

 

 

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