Coconut water brand Vita Coco has kicked off its first-ever global advertising and marketing push.

The Stupidly Simple campaign will run in 11 cities across Europe this month, lasting until August. It is designed to point out the “obvious simplicity” of natural coconut water and urges consumers to rethink anything that’s unnecessarily overcomplicated.

The £2m European push includes digital, social, outdoor and retail activity, and includes 21 outdoor ads around Waterloo, London’s busiest train station. A Stupidly Simple video will run on digital and social media.

“We are all being bombarded by so many confusing messages about food and drink,” said Giles Brook, CEO of Vita Coco EMEA.

“We want to keep things simple, remind everyone what Vita Coco is all about - natural hydration, no messing around - just like sticking a straw into a green coconut. That is what our consumers care about and that is why the brand continues to build from strength to strength.”