Vita Coco is giving consumers the chance to win an island getaway in its first nationwide on-pack promotion.
The offer will feature on two million packs of the coconut water brand from 1 February. Alongside the top prize of a five-day holiday for the winner and three friends, the brand will give away 25 other prizes each day of February, including mini ‘escapes’ such as spa trips and yoga sessions.
Promotional packs will feature a neck tag with an entry code, which can be entered at a dedicated microsite.
The giveaway will be supported by an in-store and experiential push, and social and digital messaging around the idea of island life.
“At this time of year, we are all inundated with over-complicated advice on how to change our lifestyles in order to get healthy,” said Vita Coco Europe CEO Giles Brook. “With our Simple Island retreat competition, we are reminding consumers to keep things simple. That’s what Vita Coco is all about: natural hydration, no messing around. That is what our consumers care about, and that is why the brand continues to build from strength to strength.”
Vita Coco is one of grocery’s top success stories of recent years. Sales of its coconut water range are up 28.4% to £30.7m, while its newly launched coconut oil racked up £2.3m, taking it into the top ten oil brands [Nielsen 52 w/e 10 October 2015].