Keeping it chill won the coconut water wars

The Drum Awards are a global competition held by the largest media and marketing publisher in Europe, The Drum. The work we created for Invo Coconut Water’s OOH campaign was a selected finalist for both OOH Writing and Traditional: Transportation categories. The work’s effectiveness stemmed from great placement and relatable, punchy copy. “Keep It Chill” was the position we took, opposing an oversaturated coconut water market that exaggerates its health benefits to consumers.

The OOH campaign work spread across three national markets—San Francisco, Chicago, and Denver— and received 36 million impressions, a reach of 6 million with a 5.94 frequency, resulting in a 325% increase in new national retailer and distribution deals in the U.S.

Tags:

  • Food & Beverage

Published:

Fall 2017