Independent agency Five by Five has been appointed Coco Coast's agency of record following a competitive pitch.
Five by Five Global will lead the Australian coconut water manufacturer's domestic and international expansion across social strategy, creative and production.
Managing director Matt Lawton: “We’ve targeted this brand for the last five5 years so it’s great to see them come on board as a client to extend our experience in consumer-packaged goods and beverages in particular. Everything we do echoes the meaning of our name to deliver strength and clarity in the work.
“We love a brave client, and we proposed a social media driven campaign that not only takes a swipe at category conventions but delivers a big dose of pragmatism, rolled into a bit of cheeky fun. We can’t wait to get started.”
Damian Russell, co-founder of Coco Coast, says the business needed an agency partner that could create and implement a clever social media strategy which would inspire trial and build brand preference.
Russell: “Five by Five’s team demonstrated a solid understanding of our brand values and positioning and presented an ingenious campaign that matched the personality of our brand.
"We riffed on some of their awesome concepts straight away because they were so exciting. We look forward to working with the team and bringing the strategy to life as our Australian and New Zealand summer approaches.”
Five by Five’s work will be Coco Coast’s first campaign to market since it launched in 2015 and is expected to roll-out late 2021.
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