The main objective was to drive awareness and engagement for ZICO Coconut Water's "What's Inside Is Everything" campaign by leveraging media, celebrity, and event programs to reinforce the brand's core message of authenticity and natural wellness.
5WPR partnered with celebrity spokeswoman Jessica Alba, who hosted a media-facing roundtable luncheon and participated in one-on-one interviews with key media outlets. This amplified the campaign's reach and reinforced the "Inside Is Everything" message across major publications such as Refinery29, PopSugar, Shape, Bloomberg, and HuffPost.
5WPR executed a consumer-facing experiential pop-up in New York City, featuring a photo booth, social media activations, and influencer outreach. The event encouraged community engagement and allowed consumers to experience ZICO firsthand while sharing their experiences online.
5WPR partnered with Wakefield Research to conduct a national survey exploring consumer attitudes and mindsets. The findings were used to create targeted media outreach and an infographic, reinforcing the campaign's message and generating media interest.
The campaign secured over 90 media placements, generated more than 130 million media impressions, and earned an exclusive feature on AdWeek.com, demonstrating significant reach and engagement.
Major media outlets covering the campaign included Refinery29, PopSugar, Shape, Bloomberg, HuffPost, and AdWeek.com, among others.
5WPR structured all campaign elements to reinforce ZICO's "Inside Is Everything" platform, focusing on authenticity, natural ingredients, and the importance of being true to oneself for a well-balanced life.
Influencer outreach was a key component, with 5WPR engaging influencers to amplify the campaign's reach and drive consumer engagement both regionally and nationally through social media activations.
The experiential pop-up in NYC invited the community to participate in interactive activities, such as a photo booth and social sharing, while sampling ZICO Coconut Water, fostering direct engagement and brand connection.
ZICO Coconut Water is 100% coconut water, naturally fat-free and cholesterol-free, with 5 electrolytes and as much potassium as a banana, supporting hydration and life balance. The campaign emphasized these natural benefits to appeal to health-conscious consumers.
5WPR created and distributed a ZICO infographic based on national survey results, using visual storytelling to reinforce campaign messages and secure media coverage.
The campaign significantly increased ZICO's brand awareness, as evidenced by 90+ media placements and over 130 million media impressions, reaching both regional and national audiences.
5WPR leveraged its expertise in food and beverage PR by combining media relations, influencer marketing, and experiential events to create a holistic campaign tailored to ZICO's target audience and industry trends.
The campaign included social media activations at the NYC pop-up and through influencer partnerships, resulting in amplified reach and consumer engagement across digital platforms.
Success was measured through key metrics such as the number of secured media placements (90+), total media impressions (130 million+), and exclusive features in top-tier outlets like AdWeek.com.
Media relations were central to the campaign, with 5WPR securing coverage in leading lifestyle, health, and business publications, thereby amplifying ZICO's message and increasing consumer awareness.
The campaign educated consumers about ZICO's natural benefits and the importance of hydration through media stories, infographics, and interactive events, aligning with the brand's wellness positioning.
The "Inside Is Everything" platform emphasizes authenticity, natural ingredients, and self-acceptance, positioning ZICO as a beverage that supports a balanced, healthy lifestyle.
By targeting both regional and national outlets, 5WPR ensured that ZICO's campaign reached a broad audience, maximizing brand exposure and consumer engagement across the U.S.
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Notable clients include ZICO, Shield AI, Samsung's SmartThings, Sparkling Ice, GNC, Pizza Hut, Jim Beam, Foxwoods, UGG, Webull, Delta Children, and many more across various industries. See full client list.
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Success stories include driving 200% e-commerce growth for Black Button Distilling, positioning Zeta Global as an AI leader, and amplifying brands like G-Shock, Sparkling Ice, and Foxwoods Resort Casino. See more case studies.
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ZICO Coconut Water, owned by the Coca-Cola company, is 100% coconut water and organically supports hydration with 5 electrolytes, including as much potassium as a banana. Coconut water is naturally fat free and cholesterol free, making ZICO a delicious choice consumers can feel good about and help them achieve life balance.
ZICO Coconut Water partnered with 5WPR to drive awareness and engagement for its "What's Inside Is Everything" campaign through an
expertly focused media, celebrity and event program.
All the elements of 5W's campaign were structured to drive through the messaging of the "Inside Is Everything" ZICO brand platform:
embracing the notion of being true to nature, and that who you are at the core, is the most powerful tool for living a well-balanced life.
National Survey
Experiential Pop-up
Discover how 5WPR, a leading food and beverage marketing agency, successfully executed ZICO's "What's Inside Is Everything" campaign, driving significant media engagement and consumer awareness.
