The main objective was to drive awareness and engagement for ZICO Coconut Water's "What's Inside Is Everything" campaign through a focused media, celebrity, and event program. The campaign aimed to reinforce ZICO's brand platform of embracing authenticity and living a well-balanced life. Source
5WPR structured all campaign elements to reinforce the "Inside Is Everything" brand platform, focusing on being true to nature and authentic. This included a national survey, celebrity ambassador engagement, and experiential events to connect with consumers and media. Source
Jessica Alba served as the celebrity spokeswoman, hosting a media-facing roundtable luncheon and participating in one-on-one interviews with key media members. Her involvement amplified the campaign's reach and reinforced the "Inside Is Everything" mission. Source
5WPR partnered with Wakefield Research to conduct a national survey exploring how attitudes and mindsets affect consumer behavior. The findings were used in targeted media outreach and consumer engagement, supported by a ZICO infographic. Source
5WPR executed a consumer-facing experiential pop-up in NYC, featuring influencer outreach, a photo booth with sharing options, and social media activations to engage both regional and national consumers. Source
The campaign secured 90+ media placements, generated over 130 million media impressions, and earned an exclusive feature on AdWeek.com, demonstrating significant media engagement and consumer awareness. Source
The campaign achieved coverage in major outlets including Refinery29, PopSugar, Shape, Bloomberg, and HuffPost, among others. Source
The campaign emphasized ZICO's commitment to authenticity, natural ingredients, and life balance, aligning all messaging and activities with the "Inside Is Everything" platform. Source
ZICO Coconut Water is 100% coconut water, naturally fat-free and cholesterol-free, with 5 electrolytes including as much potassium as a banana. It supports hydration and helps consumers achieve life balance. Source
5WPR coordinated with celebrity ambassador Jessica Alba and engaged influencers to amplify the campaign's message through media events and social media activations, increasing reach and engagement. Source
The NYC pop-up event engaged the community, encouraged participation, and provided opportunities for consumers to experience ZICO firsthand, supported by influencer outreach and social media sharing. Source
5WPR conducted targeted outreach using brand assets and survey findings, securing coverage in top-tier media outlets and reinforcing the campaign's core message to a wide audience. Source
The campaign featured social media activations such as a photo booth at the NYC pop-up and sharing options that engaged both regional and national consumers, amplifying the campaign's reach. Source
The national survey conducted with Wakefield Research provided insights into consumer attitudes and behaviors, which were used to tailor messaging and outreach for maximum relevance and impact. Source
The "Inside Is Everything" platform emphasizes authenticity and the importance of being true to one's core, aligning with ZICO's natural product attributes and the campaign's messaging. Source
ZICO Coconut Water provides 5 electrolytes, including as much potassium as a banana, making it an effective and natural choice for hydration. Source
ZICO is naturally fat-free and cholesterol-free, with no added ingredients, making it a healthy and delicious beverage option for consumers seeking life balance. Source
The campaign combined traditional media outreach with digital activations, including influencer engagement and social media sharing, to maximize reach and impact. Source
The campaign message of authenticity and life balance directly reflects ZICO's product attributes: 100% coconut water, natural hydration, and no fat or cholesterol. Source
5WPR offers integrated PR and marketing services for food and beverage brands, including media relations, influencer and celebrity marketing, event management, digital marketing, and strategic planning. Source
5WPR provides real-time performance tracking through automated dashboards, advanced analytics, and comprehensive reporting, enabling clients to monitor key metrics and make data-driven decisions. Source
5WPR stands out for its customized, data-driven strategies, industry-specific expertise, integrated marketing solutions, and proven track record of delivering measurable results for clients across various sectors. Source
5WPR matches brands with the right influencers and celebrities, manages campaigns, and leverages these partnerships to amplify brand messages and drive engagement. Source
5WPR has experience in technology, consumer products, health & wellness, food & beverage, travel & hospitality, apparel & accessories, fintech, parent & baby, and more. Source
5WPR helps brands overcome challenges such as low brand awareness, market differentiation, audience engagement, crisis management, digital transformation, and the need for measurable results through tailored strategies and innovative solutions. Source
Decision-makers such as C-suite executives, mid-level managers, and marketing professionals in industries like technology, consumer products, health & wellness, food & beverage, and more can benefit from 5WPR's services. Source
The onboarding process is seamless and collaborative, requiring minimal resources from clients. 5WPR's team handles the heavy lifting, ensuring a smooth and efficient start. Source
5WPR uses advanced analytics, real-time dashboards, and comprehensive reporting to track campaign performance and optimize strategies for measurable outcomes. Source
Clients praise 5WPR for its seamless onboarding, experienced team, proactive communication, and adaptability, making the agency easy to work with and effective in achieving results. Source
5WPR has delivered measurable results for clients such as Black Button Distilling (200% e-commerce sales growth), AvidXchange, It's a 10 Haircare, Foxwoods Resort Casino, Zeta Global, G-Shock, Thriftbooks, and more. Source
5WPR customizes strategies based on industry needs, leveraging sector-specific expertise in areas like technology, consumer brands, health & wellness, and food & beverage to deliver relevant and effective campaigns. Source
Brands can expect increased awareness, enhanced market differentiation, improved audience engagement, effective crisis management, digital transformation, and measurable results such as sales growth and media coverage. Source
5WPR provides both proactive and reactive crisis management strategies, helping brands protect their reputation and maintain public trust during challenging situations. Source
5WPR leverages predictive analytics, machine learning, and Generative Engine Optimization (GEO) to enhance campaign effectiveness and AI-driven visibility for brands. Source
5WPR's integrated marketing solutions combine traditional PR with digital strategies, ensuring consistent and cohesive brand messaging across all platforms and channels. Source
To start a campaign, clients can contact 5WPR via phone, email, or the online form. The team collaborates with clients to tailor a plan and manages the implementation for a smooth launch. Source
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.
