AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |
Back to Blog
Honest harvest coconut water11/18/2023 ![]() ![]() I finally got around to trying it with full. She is also Guyanese so she knows I know what real coconut water is supposed to taste like. She told me to look for one called Harmless Harvest. I told her that would be a winner if I had access to proper coconut water like I did in Miami. At the end, she comes across a glowing pink cooler of Harmless Harvest, the only brand in the store that is as refreshing and delicious as it is socially conscious. One of my old friends from Florida mentioned coconut water. ![]() The 60-second spot follows a woman in a generic organic market covered with eyebrow-raising ads and filled with strange, trendy products making bold claims. The coconut water industry has grown tremendously over the last decade, and it is now a 4 billion global market with a forecasted CAGR of 16.1 over the next decade. The resulting campaign lightheartedly sends up the ridiculous over-promises of the functional beverage category, while shining a light on the premium coconut water beverage. The campaign was directly inspired by consumer interactions with the brand, including a plethora of reviews and missives on social media platforms and Amazon, questioning how it could be so good. Leveraging the coconut water skepticism and confronting the misrepresentation, Madwell developed a campaign that is completely honest about Harmless Harvest’s strengths, flaws, and evolution – because genuine transparency is refreshing. After recently being named AOR for Harmless Harvest, Brooklyn-based agency, Madwell and the coconut water brand have launched their debut marketing campaign, called 'Suspiciously Good', designed to build affinity and name-recognition for the cult classic drink. A new campaign from coconut water brand, Harmless Harvest, featuring a remastered version of Suspicious Minds by American singer-songwriter Sharon Van Etten. ![]()
0 Comments
Read More
Leave a Reply. |