Fueling growth in a maturing category

BVitaCoco created the coconut water space in the early 2000s, selling the hydrating power of coconuts touted by celebrities like Madonna. But in 2017, the once-trendy beverage was becoming a staple and new players were crowding the market. VitaCoco asked us to help identify new growth opportunities amidst all this noise.

Through foresight as well as qualitative and quantitative research, we realized that while the brand had historically positioned itself around hydration, its true differentiator—and the real untapped market opportunity—lived at the intersection between hydration (a space largely owned by water) and functional beverages (a space that lacked natural cues). Better fuel than water. And more natural than functional beverages.

from natural hydration
to natural fuel

We evolved the brand idea around the notion of “fuel that feels good,” and helped re-think where the brand should extend, re-assessing the effectiveness of various elements in the marketing mix (packaging, advertising, innovation). Ultimately, the new positioning and growth strategy inspired a packaging redesign, new advertising campaign and the launch of new products.

What we did: Consumer Insights, Foresight Analysis, Brand Positioning