The challenge

Launch and establish Obrigado coconut water in the UK, strongly positioning its USPs – 100% pure, single-origin, sustainable coconut water produced on the brand’s own farms in Bahia, Brazil, using a patented extraction method – to create brand awareness and recognition among key consumer groups.

The solution

• Develop a 360 degree campaign approach to position Obrigado as THE coconut water brand and support all facets of the brand launch via:

• Partnerships: create strategic brand partnerships to tap into like-minded networks

• Advertising: drive brand awareness in key food & drink trade and consumer titles via targeted advertising and advertorial content

• Social: develop a social media strategy to establish Obrigado’s presence on social media, followed by the setup and day-to-day management of key channels Instagram and Facebook and content creation

• Sampling: get product in hand to drive product trial via strategic sampling

• Traditional PR: execute a trade and consumer media launch to secure editorial on Obrigado and its national launch on Amazon.co.uk

• Influencers: develop long-term partnerships with on-brand influencer partners across lifestyle, food & drink, travel, sustainability, and more, to drive brand awareness and establish Obrigado as a trusted brand

Results to date

• Seeded 15K+ bottles of Obrigado to media, influencers and consumers

• Secured trade and consumer editorial and ad placement in titles such The Grocer, Food and Drink International, Asian Trader and Foodism
Established key relationships with brands including Adidas, lululemon, Vegan Nights

• Planned a rooftop yoga event to be co-hosted with top tier media title Balance during National Yoga Month (September) alongside a key industry influencer host

• Established partnerships with top influencers including @juliemontagu (144K+ followers) and @soulsistersfitness (31.9K followers)

• Sampled at key London events including Fresh Fit London and Getahead Festival (the world’s first 24hr urban fitness festival), ongoing stock provided to the Adidas Brick Lane studio and 10K+ samples given to Balance readers alongside one of the magazine’s key issues