Repositioning Kero Coco - coconut water
We looked for a truth that should not only characterize coconut water itself, but starting from an earned media-oriented vision, we deeply studied the production process and the responsibility of PepsiCo itself. From this process, carried out in partnership and with deep care and respect for nature, the concept was born.
#MadeWithNature
The hashtag as a concept places Kero Coco as part of a conversation around the purpose and truth of the brand and especially the product. It was important to be present in an unprecedented way, to create conversation around the concept and to do so with a speech grounded in truth and born in the press..
We used the product to build a message for the brand and as it was the first time the brand was talking about the concept, the truth should also be present in the way in which the campaign assets were made and publicized.
