Aria @ City Center
Opportunity: Coco5 is a new sports drink brand that is poised to take on the category heavyweights with their all-natural fruit flavored coconut water, infused with 5 essential electrolytes. The brand, co-owned by NBA superstar Devin Booker, is set to break out with national deals in place in Kroger and Circle K stores. We also had the opportunity to leverage end caps and free standing displays.
Insight: Busy moms make up about 70% of all sports drink sales. If we convince these moms to try Coco5 for their kids, we could make a considerable dent in market share.
Solution: We decided to elevate the brand by utilizing Devin Booker to tell a story about the importance of staying hydrated, even when you are off the court. Using imagery of Devin in his private time in upscale settings set the tone.
