Dive summary:
- Zico, the nation's number 2 coconut water, is launching its first national ad campaign one year after its acquisition by Coca-Cola; Bill Lange, VP-marketing at Zico, answers five questions on the campaign. [see full interview at AdAge]
- The campaign will roll out this week with the tagline "Put some oomph in it;" the campaign will feature tongue in check ads like one with a baby who appears to be flexing with the phrase "Because not everyone is born with oomph."
- Lange says the biggest change for Zico has been the ability to use Coca-Cola's "red trucks" and distribution; Lange says "Now we're national; anywhere you see a bottle of Coke you should, or could, see a bottle of Zico."
From the article:
"Ad Age: How is your marketing evolving since going national?
Mr. Lange: We changed agencies over to Butler, Shine, Stern & Partners in January. The new marketing will be completely different, not at all influenced by Coke's involvement -- just influenced by the idea that we could and should be different based on our national distribution."