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.