Vita Coco, a leader in the rapidly growing coconut water market, has selected Saatchi & Saatchi, New York as its lead creative agency.
Arthur Gallego, the brand’s director of corporate and consumer communications told AdAge the hiring is “really part of an ongoing global growth strategy,” adding, “In the past, when the brand has advertised, we’ve typically worked with smaller shops. So this is the first time that we’ve worked with a truly global agency.”
Two months ago, Vita Coco announced plans to expand into China, via a deal selling a 25% stake in the company to Reignwood Group, parent company to Red Bull China. While Saatchi & Saatchi’s creative duties will be limited to North America, Gallego noted that “there is brand architecture [that] informs everything we do globally.”
Saatchi & Saatchi, New York will work on a new campaign expected to launch in the spring. While the brand has used Rihanna in past advertising, Gallego emphasized that Vita Coco was looking for more of a “brand centric” approach going forward. According to Euromonitor International, Vita Coco had sales of $267.5 million last year, with the brand estimating it controls 60 percent of the “premium coconut water market.”