The following work is a SPECULATIVE ad campaign that I strategized, wrote, and designed for ZICO Coconut Water. After its rapid climb to popularity in the early 2010s, coconut water has seen a decline in popularity in the years following. ZICO was bought by the Coca-Cola Company, but sat idle for many years, before recently being sold back to its original founder. The brand was amended to be called “ZICO Rising”!

The work below is a 3-phase plan in which I imagine ZICO could (have) initiated to gradually build back interest in not just the brand, but coconut water as a whole, and distinguish itself from both direct and indirect competitors in the beverage space. I won’t be detailed every thought or decision behind the campaign here, but I’m happy to talk about it in detail upon request!