BRAND TRACKING: VITA COCO
Winning major accounts takes time, planning, and requires a thorough understanding of the changing priorities in the companies you’re targeting. Pearlfinders tracks developments at top spending brands, allowing clients to build a full picture of the real challenges being encountered, new faces joining the marketing team, and any major new developments affecting how your prospects are approaching marketing.
MARCH 2011 – FIRST CONTACT
While Vita Coco launched in the UK in 2010, when Pearlfinders first spoke to the brand early the following year, decisions were still very much led from the US. We spoke to its first UK marketer about the brand's plans to use events and sponsorship to boost its health credentials. Although the initial customer base was varied, we uncovered that it would be initially targeting 23-35 year olds that want a fit and healthy lifestyle.
JUNE 2012 - MOVING TO THE NEXT LEVEL
We spoke to the UK Marketing Director who confirmed marketing was moving to the next level, after initially focusing on PR and events in the first two years. They explained the brand’s difficulty in finding agencies with the “right spark” and discussed upcoming opportunities for UK agencies over the next two years.
MAY 2013 - EUROPEAN EXPANSION
We spoke to a Brand Manager who discussed its plans to invest in music, fashion and sport, as well as expand the brand's UK ambassador programme. We also discussed its expansion plans for mainland Europe.
AUGUST 2014 - NOT JUST A LONDON THING
The company's Marketing Director revealed that Vita Coco's UK business was too London-centric and it would be investing in boosting the brand outside of the capital.
AUGUST 2015 – A DATE FOR THE DIARY
Vita Coco's Marketing Director exclusively revealed to Pearlfinders that there would be a review of agencies in December 2016.
DECEMBER 2015 – INCREASING DIGITAL FOCUS
We spoke to the brand's Digital Marketing Manager, who discussed forthcoming opportunities for UK-based digital specialists to work with the brand in 2016.
NOVEMBER 2016 – LIVE REVIEWS!
The brand’s EMEA Marketing Director exclusively revealed to Pearlfinders clients that she will be reviewing in PR and experiential before the end of the year... confirming what she'd told us 11 months earlier.