Zico has continued its authenticity push with a marketing campaign built on a survey of what Americans believe is “at the core” of their lives—reflecting the fact that Zico is pure coconut water with no added ingredients.
Extending its relationship with brand ambassador Jessica Alba, who pursues authenticity with her eco-friendly The Honest Company brand, Zico found that “Americans are not afraid to take action in their lives to stay true to themselves and listen to their hearts,” as stated in a press release. Nearly 3 of 4 Americans surveyed said they had made “lifestyle changes” in the last year “to pursue personal goals or ambitions.”
Zico’s survey also found that 52 percent of respondents described “happiness” as their most recent emotional state. And that “when facing tough life decisions,” 62 percent of Americans “are more likely to listen to themselves” than to a friend or family member (39 percent), “showing the weight they place on their own opinions.”
The release quoted Alba: “Some of my greatest successes have come from following my own ‘inner voice’ and pursuing my dreams despite the naysayers.” In addition to her accomplishments as an actress, of course, Alba has been notable as the entrepreneur behind Honest Co., which sells eco-friendly detergent and other CPG products to parents.
“We believe in digging deep to understand what makes us tick and celebrating what uniquely makes us who we are, in following our own inner compass,” Meghann Seidner, Zico’s vice president of marketing, said in the release. “We’re excited to help folks discover that when you’re true to what you are made of — true to your core, that’s when your best self shines.”
Zico also is rolling out a series of experiential events this summer that feature pop-up brand activations in venues including Astor Place Plaza in New York City.
brandchannel spoke with Seidner about Zico’s new campaign and how the brand is building on its early place in helping create the coconut-water market, where the Coca-Cola-owned brand still trails market leader Vita Coco by a wide margin:
How does Zico continue to refine its brand and offerings in a coconut water category that has matured?
While the Zico brand has been around for 13 years, there’s still a good amount of maturing for the category to do especially given the coconut water category has only about 13-percent household penetration. So, there’s some heavy lifting to do for all of us in the category in order to introduce more folks to coconut water and spread the word on its naturally hydrating properties and benefits, in general.
Equally as important for Zico, however, is ensuring that we stay true to our roots, our founder’s vision, and our shared value systems, which we use as a compass to guide our path forward. What’s inside, naturally, is the most important focus for us as a brand, and has become core to how we approach everything. Long story short, we know that consumers drink Zico when they are looking to take care of themselves, as a way to show their body some love. We also know that our passionate consumer base, ranging from the yogi at heart to the multifaceted career climber and everywhere in between, cares about what they put into their bodies. And as our fans continue to demand more from their beverages, the best way we can refine our brand is to stay true to our core, our origin, our roots.
We’re the first brand to offer coconut water in a bottle in addition to a Tetra pack. This evolution was meant for ease and function, as a great on-the-go offering, but of course wanted it to be beautiful. The distinguishable bottle shape is ownable by only Zico, and our beautiful clear PET bottle allows folks to see what’s inside; which is important because, from a product and emotional standpoint, we believe that what’s inside is the start of everything good.
What if your inner & outer voice were the same? Thoughts from our new #InsideisEverything campaign with @JessicaAlba pic.twitter.com/5tLmnN23UL
— ZICO Coconut Water (@zicococonut) June 23, 2016
What is the future for the brand in terms of marketing, extensions into new areas and so on?
There are some really exciting things coming up in the innovation pipeline for the brand, overall, specifically in the chilled space. I am not at liberty to discuss these in detail quite yet, but they’re certainly leading edge.
And Zico is the Official Coconut Water of the Olympic Games, and we’re going to working with an incredible athlete whose inspirational story embodies the ethos of what we as a brand stand for. In a world that valorizes quick solutions and overnight success stories, the truth is that to achieve greatness at anything you have to put the work in, you’ve got to invest in what’s inside. We are very excited to work closely with this amazing athlete who has invested long and hard in her own development and understands the power of focusing on what’s inside as the start of something amazing. Stay tuned for more!
How did the New York City pop-up go?
Our goal was to create a fun 360-degree experience where we could help consumers discover what they’re made of “at the core” while of course sampling Zico and learning more of what we’re made of. Seeing people embrace our brand message has been incredible! Our New York City pop up was a one-day event, and the consumer engagement exceeded our expectations; we had over 5,000 consumer interactions.
But it’s not stopping there; our amazing field marketing team is out and about, helping bring this to life across America. Are New Yorkers made of the same ingredients that Los Angelenos are made of? We will see!
What is the value of your continued affiliation with Jessica Alba? Does it matter or help Zico that she’s got her own highly-regarded brand with Honest?
We are so proud of Jessica and all her accomplishments. With so many shared value systems, we couldn’t ask for a better partner. Our partnership with Jessica has always been incredibly collaborative. What’s so great about working with her, is that besides the fact that she’s been a Zico-drinker long before we started working with her, she’s passionate about the “What’s Inside is Everything” message and the notion to embrace who you naturally are. Her own personal entrepreneurial journey truly embodies our brand belief system as well.
How are you leveraging the simplicity of your products at the time that short ingredient lists have become increasingly important?
Nature is smarter than science and we’re committed to the What’s Inside is Everything message from a product standpoint as well—this means choosing the best high-quality ingredients. At Zico, we go to work every day with the goal being the most loved coconut water, and we’re proud that our original Zico Natural product has just one ingredient–100% not from concentrate coconut water with no sugar added.
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