A coconut water company believes its upcoming UK print advertising campaign will boost its revenues by £25 million in 2012, marketingweek.co.uk reports.
Vita Coco is currently unknown in Britain, but the company is relying on its new set of billboards and posters - featuring world-famous popstar Rihanna - to drive its growth.
Vita Coco is hoping its billboard images, depicting an exotic looking Rihanna posing beside two cartons of the water, will reach 10 million people - while tube ads are expected to be viewed by five million commuters. These wide-format print ads, according to rttnews.com, will feature the tagline "Viva Vita", as the company looks to promote healthy living.
Seemingly optimistic about Vita Coco's chances of cracking Britain, the brand's European CEO, Giles Brook, predicts that the company's revenues will benefit from a £25 million injection in 2012; courtesy of the prints.
This doesn't appear to be an unrealistic ambition, either; the coconut water category was the fastest-growing in the soft drink sector last year.
Although the health drink category seems fairly crowded, Mr Brook said there is a gap in the market for different type of product and that Vita Coco will fill it. The CEO stated: "Think what Innocent did to the smoothie market, then what Red Bull did to energy; Vita Coco will do that and create the next big category (in the UK)."
Explaining the company's approach, Mr Brook went on to comment: "This campaign is more about intrigue and letting people decide how and where to drink Vita Coco - whether that be because of its refreshing qualities, or they want to be healthy or because it reminds them of relaxing on the beach in Brazil."