ZICO SNP:
CASE STORY
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ZICO: SNP
Anthem Video
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ZICO: SNP
Digital Box
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ZICO: SNP
Team ZICO
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ZICO: SNP
Social Media
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ZICO: SNP
OUTDOOR
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Zico
Facebook App
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ZICO
EXPERIENTIAL
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ZICO
Bus Wraps
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Mark Rampolla, the CEO and founder of ZICO Pure Premium Coconut Water, is an avid athlete and self-proclaimed health nut. In 2004, he started ZICO as a natural alternative to sugary sports drinks. Primed to lead a revolution in natural hydration, all Mark needed was an agency as passionate about doing things differently as he was.
The world of sports drinks is a competitive one, to say the least. With pro-athletes from every sport shilling for the highest bidder, it was going to be tough to break people of their artificial beverage addiction. Coconut water was just starting to emerge in the market as a new beverage category, and people weren’t sure what to think of it yet. Not one to shy away from a challenge, Mark had big plans to establish ZICO as not only the number one natural sports drink, but also the number one drink for any kind of hydration.
ZICO’s promise of natural hydration isn’t an empty one. Once people find out it contains five essential electrolytes, more potassium than a banana, and is the ONLY substance on earth that can double as human plasma in case of emergency, they become instant believers – and brand advocates. Needless to say, our first goal was to get it in as many peoples’ hands as we could.
Armed with a solid brand strategy and the ownable tagline Naturally Powered, we took to the streets, grocery stores and athletic events across the country in an aggressive sampling campaign. Anywhere people needed hydration, you could be sure to find the ZICO truck and a squad of friendly, informative Hydration Specialists. Beyond sampling, our efforts included digital, social, experiential, POS, celebrity marketing, PR and even some good ole’ traditional advertising.
Along the way ZICO discovered a powerful ally - NBA star Kevin Garnett. He believed in the benefits so much that he dropped a multi-million-dollar Gatorade sponsorship and jumped aboard our modest ZICO truck. An innovative and entertaining Facebook application had people everywhere following in Kevin’s very large footsteps and pledging to be Naturally Powered. Since we took the helm in early 2011, ZICO’s sales have more than tripled – a number we know will continue to grow.
