The Coconut Collab has announced the launch of its Convert to Coconut marketing campaign.
Convert to Coconut sets out to drive awareness and convert new shoppers by celebrating all things coconut and focusing on its taste credentials.
The campaign uses a humorous and irreverent tone and is “waxing lyrical about coconut”.
The brand hopes to reposition itself as a mainstream, premium coconut brand rather than a dairy-free offering.
“There’s something truly magical about the taste of coconut – it’s rich, creamy, and naturally indulgent,” said founder James Averdieck. “This new campaign puts taste front and centre like never before, showing people that flavour is what sets us apart, and that coconut can be truly irresistible.”
The month-long OOH campaign will land across channels including the sides of buses, on tube and escalator panels, in underground stations and across large-format digital screens.
The campaign will be further supported by tactical brand partnerships that drive trial, as well as influencer partnerships, in-store activations, and digital activity.
“Our ambition is to drive widespread awareness and encourage trial – because we know that once people experience how delicious The Coconut Collab products are, they will be converted.”
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