Vita Coco Reach for the Beach ad

Vita Coco has kicked off its largest UK media campaign to date, with a national spend across television, outdoor and digital for its portfolio of coconut water.

Building on activity from earlier this year, the new multimillion-pound push uses the strapline ‘When thirst comes calling… reach for the beach’ – to highlight the Brazil-born brand’s beach heritage and the product’s functional benefits.

Running for four months with a focus on London, Birmingham, Manchester and Edinburgh, the push comprises Vita Coco’s first-ever national TV buy in the UK – on Sky Living – more than 1,000 OOH sites, 200 branded taxis, and an interactive sampling billboard allowing consumers to receive a chilled coconut water.

The investment demonstrated Vita Coco’s commitment to grow national awareness of coconut water, added the brand’s EMEA CEO, Giles Brook. “We are excited for the summer months ahead.”

The category is up £8.7m in value sales to £62.8m, with Vita Coco leading the way at £28.8m [IRI 52 w/e 31 December 2016].

Earlier this month, the brand launched a proximity marketing campaign for its Coconut Milk Alternative unveiled in February.