JAX COCO is a premium coconut water brand founded in 2012 with distribution in Hong Kong, the US and the UK. From London to Miami, JAX COCO is the epitome of chic and healthy beverages. Top tier on- and off-trade stockists include Four Seasons, Harvey Nichols or Market Place.
The brand was facing intense price competition from local players while its cool DNA was not clearly communicated to the customers.
We conducted a global brand diagnosis across Europe, the US and Asia and identified the opportunity to carve a unique brand territory around the concept of fashion & lifestyle in a commoditised market.
Over the course of the next 12 months, we partnered with JAX COCO and provided strategic consultancy, driving their global marketing team to distill a new narrative across all the brands' assets and touch points, from packaging to imagery, website, trade shows, events, KOLs and PR campaigns...