This summer, Vita Coco is launching its new 360 degree, integrated nationwide campaign: Just Get Thirsty.
The Just Get Thirsty campaign is centred around Vita Coco’s brand ethos which encourages people to work up a thirst and have fun whilst doing it.
Packed with potassium and electrolytes, Vita Coco claims to be the most natural, hydrating drink on the market.
The brand’s first-ever TV commercial will be supported with a OOH activation, social media, an experiential initiative. There will also be an on-pack competition which consumers can win a trip to Brazil or one of hundreds of beach party boxes, from June through to end of August.
Vita Coco says this makes it the first coconut brand ever to launch a TV campaign in the UK. The product spot will be going live on TV and digital TV throughout June and July. The advertisement ‘However, wherever, whenever you do it, Just Get Thirsty’ shows the simple process of getting water from a coconut, with the tagline acting as a stupidly simple call to action for a stupidly simple product.
Giles Brook, CEO of Vita Coco EMEA said: “We are aiming for mass exposure this summer with Just Get Thirsty - our most pioneering campaign to date. Each element of our integrated activity is a fantastic opportunity for us to engage with new customers as well as rewarding our loyal Vita Coco fans. The Just Get Thirsty campaign is a further illustration of our ongoing commitment to be at the forefront of leading the continued growth of the coconut water category.”