Good Things Happen - Organically
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After 12 months of tactical sales & retail activity, we were asked to relaunch the brand and position it in a way to ensure future growth in Australia and around the world.
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The first step was to reflect the new organic water with a more premium pack design.
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The Brand Strategy and Positioning is focussed around female millennials who have a natural optimistic outlook on life. They are concerned about their health - and that of the environment - and look for fun and laughter from a close circle of friends.
So we moved away from the overtop claim of 'Pure Joy'
to Good Things Happen. Our communications strategy will associate these good times that happen organically, with delicious & healthy 100% organic coconut water.
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Always ensuring the brand communications are aligned with CoCo Joy’s sustainable & ethical production process.
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Pure Joy / Sally Fitzgibbons
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This campaign came before the new positioning. Professional surfer Sally Fitzgibbons is the ultimate expression of a healthy active Australian lifestyle.
CoCo Joy Coconut water is made from young green coconuts, packed with flavour and goodness, with no added sugar or preservatives, and helps Sally find pure joy in everything she does.
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