Jessica Alba will serve as brand ambassador for a new national campaign for ZICO Premium Coconut Water. “Crack Life Open” reminds people that, like crisp refreshing coconuts, life is better when our hearts and minds are open.

“Crack Life Open means living positively and thoughtfully by making healthy choices and taking small steps to treat yourself well every day,” explains Lorna Peters, ZICO chief marketing officer.  “We searched far and wide for the best person to represent ZICO authentically… someone who lives and breathes natural living and embodies our Crack Life Open ethos each and every day. Jessica Alba is that person and we couldn’t be happier to have her join the ZICO family.”

According to the celebrated actress, bestselling author and entrepreneur, the feeling’s mutual. “Anyone who follows me on Instagram or Twitter knows I’m a big believer in living honestly,” she said. “Partnering with ZICO is true to me not just because I drink their natural coconut water as a simple way to stay healthy, but also because I’m on board with the #CrackLifeOpen mentality of living your best life by staying positive, being present and taking small steps towards balanced, healthy living that fit your lifestyle.”

ZICO and Alba will work together to motivate people to start living the life they want today.  Starting this week, #CrackLifeOpen print ads will appear in top entertainment, health/fitness and lifestyle magazines, plus out-of-home wallscapes, painted murals and bus wraps across the U.S.

In the digital and social media space, the campaign will come to life through activations on platforms like Yelp, plus blogger programs and fan contests. Finally, #CrackLifeOpen will have a presence at major active living events including triathlons in Malibu and New York City, the SHAPE Up Summer Series, and more.