ZICO® Coconut Water is kicking off the summer with its 2016 “What’s Inside is Everything™” national campaign with brand ambassador, Jessica Alba. For the third consecutive year, the actress, bestselling author and successful entrepreneur will bring ZICO’s campaign to life, starring in national print ads and video content.
“Whatever you do, there’s always going to be someone doubting you or telling you ‘No’," Alba said. “But the truth is, there’s only one thing you need to reach your goals – you. Over the years, I’ve learned that believing in yourself and marching to the beat of your own drum is powerful beyond measure, which is why our new campaign speaks to me in such a big way.”
Meghann Seidner, ZICO vice president of Marketing, added: “Sometimes we all need a reminder that the only voice we need to listen to is our own. Our new ‘What’s Inside is Everything’ campaign reinforces our brand philosophy that everything you need is already inside. And on a product level, we’re very proud that our original ZICO Natural product has just one ingredient – 100% not from concentrate coconut water with no sugar added.”
ZICO, Official Coconut Water of the Olympic Games, will spread the #InsideisEverything message with two world-class athletes at the Rio 2016 Olympic Games: David Boudia, gold medal winner in men’s diving at the London 2012 Olympic Games, and Ali Krieger, longstanding member of the world champion U.S. Women's National Soccer team.
The new creative arrives on the heels of the brand’s shift to 100% not-from-concentrate coconut water across its entire product portfolio, including ZICO’s flavored products (Pineapple, Watermelon Raspberry, Chocolate Flavored Coconut Water Beverage), as well as the original and bestselling flavor ZICO Natural, which is simply 100% coconut water with no sugar added. As part of the brand makeover, ZICO unveiled a new package design in a larger 16.9-fl-oz. transparent, re-sealable PET bottle, which reflects the “inside is everything” message.