Pitch deck for Vita Coco 2010

1. Vita Coco
Campaign
Presentation
October 18, 2010

2. Objective
Increase sales of Vita Coco by 25%, from $40M to $50M. Persuade approxi-
mately 600,000 Health Active Influencers, 25-34, who reside in leading-class
neighborhoods of NYC and LA, and drink water and sports drinks, to consider
and purchase Vita Coco 2x in 2011.

3. Opportunity
To amplify the resounding fun values
and attributes of the Vita Coco brand
and product.

4. Truth
• Vita Coco has immodest ambitions yet modest budgets
• Vita Coco is a ‘loved’ brand, full of energy
• The Vita Coco story is already being shared virally
• Seek radical amplification not transformation

5. Marketplace
Water and Sports Drinks have a one-dimensional, self righteous atti-
tudes to health and wellness.
Beverage brands are aggressively communicating these traditional,
myopic values from media to Point of Sale.
And consumers are inundated with unattainable and unrealistic goals.

6. Competitive
Separate but equal commodity classifications. Water has difficulty
innovating, sports drinks are post-workout and hangover occasion
only. Both are means to an end, at opposite ends.
PURITY-TO-PERFORMANCE
CATEGORY VOID

7. Competition
Other coconut water brands are also following the rules of self
righteousness. But big spenders on the wrong path…
“I am natural.” “One natural exerience,”

8. Category
Betterment
Soy Milk
Vegetable Juice Diet
Fruit Juice
Milk
Water
Water
Bottled Water
Natural Engineered
Achievement
Sports Drinks

9. Insight
American consumers are tired and stressed of trying to be healthy.
So much effort, stress and planning, only to end up where they
began. Americans are crazy about living a healthy life but does it
have to be so serious, so life and death?
In Brazil, a healthy lifestyle is ingrained in the culture. The pursuit
of health is enjoyable, fun and spirited. Vitality is a way of living,
not an accomplishment. It seems so effortless.

10. Brand
Vita Coco is fun, approachable, effortless,
and naïvely beautiful. “When you think of
Vita Coco you think of a nice, natural life
style. Vita Coco is just relaxed. Some-
thing about the packaging makes it feel like
it doesn’t take itself too seriously.”
Jenelle, 25

11. Brazil
The world admires Brazil for its ingenious, effortless style of
healthy and spirited living. Brazilians are unmistakably beautiful in-
side and out, radiating warm, fun-loving vibes and accents that in-
toxicate.
“Authentic” Brazil has strong positive associations, and aspirational
motivations. Brands from Brazil appeal to early-adopters seeking
new experiences that liberate them from contrived product usage.

12. Brazil
The world admires Brazil for its ingenious, effortless style of healthy
and spirited living. Brazilians are unmistakably beautiful inside and
out, radiating warm, fun-loving vibes and accents that intoxicate.
“Authentic” Brazil has strong positive associations, and aspirational
motivations. Brands from Brazil appeal to early-adopters seeking
new experiences that liberate them from contrived product usage.

13. Setup
Mix the elements of Brazil to build affinity and preference for
Vita Coco. Begin a conversation with Health Active Influencers
that pokes honest fun at Sports Drinks performance and new
age well-being.
BRAZIL
FUN
HEALTHY

14. Strategy
Nuts for Life: The Brazilian way of hydration

15. The Idea
Vita Coco is a brand that is nuts for a
bigger, bolder less self-righteous life.
We bring this to life with all the vitality
of coconut water, and the playful
Brazilian spirit of the Vita Coco brand.

16. Para A Vida Grande.

19. Put your hands together for...

20. 3 Dimensional Spectacular

23. Talking Coconut Head
By incorporate audio-
animatronic units onto case
displays, coolers, and coun-
tertops, our POS becomes
an unexpected and memora-
ble engagement at retail.
Suction or Clip-on
Interchangable cards

25. Campaign Rollout

26. Retail
Innovation
January ‘11

27. Win The Battle At Retail

28. Win The Battle At Retail

29. Win The Battle At Retail

30. Talking Coconut Head
By incorporate audio-
anitronic units onto case
displays, coolers, and coun-
tertops, our POS becomes
an unexpected and memora-
ble engagement at retail.
Animatronic unit
with motion sensor
Case-size box

32. Talking Coconut Head
By incorporate audio-
animatronic units onto case
displays, coolers, and coun-
tertops, our POS becomes
an unexpected and memora-
ble engagement at retail.

34. Clings
Table Tents Ceiling dangler

35. Event
Marketing/Sampling
April/May ‘11

36. Launch: Oasis in the City

37. Launch: Oasis in the City
Leverage high traffic locations in NY and LA to bring to life an oasis in the city.
Coconut Oasis amplifies the spirit of Brazil – fun, excitement, stress-free
Space will be filled with waterfalls, lush greenery, water misting from the sky
Optimal sampling opportunity for consumers and media
Incorporate hydration games (i.e. water balloon fight) to drive home brand benefits

38. Social
Media
Approach
April/May ‘11

39. CocoGoggles:
The World Through the Eyes of Coconut Head
Vita Coco is an alternative beverage brand. While the big players affirm the product attributes
and category reason-for-being, Vita Coco’s point of difference is its personality-driven view of
the world: its own language, its own visual style and its own sense of humor. As such, the so-
cial media presence will apply the brand’s worldview on anything and everything, from news
headlines, to popular viral videos, to real world places. The objective is to entertain consumers
by demonstrating the Vita Coco view of the world.Tease upcoming contest and generate Face-
book and Twitter fans.
The Basics The Surprises
The basic elements of a successful Branded experiences for consumers to
social media campaign. interact with and share.

40. The Basics:
The basic elements of a successful social media campaign.

41. The Surprises:
Branded experience for consumers to interact with and share.
CocoTune Video Player

42. The Surprises:
Branded experience for consumers to interact with and share.
Sounds Better In Portuguese

43. Out
Of
Home
April/May ‘11

53. Experientail
Engagement
June/July ‘11

55. HOW IT WORKS:
100 Coconuts are hid in key areas of NY and
LA – 10 in each city are the golden ticket!
Throughout the day, hints on the locations
will be revealed on Facebook and Twitter

56. HOW IT WORKS:
100 Coconuts are hid in key areas of NY and
LA – 10 in each city are the golden ticket!
Throughout the day, hints on the locations
will be revealed on Facebook and Twitter
Consumer who find a coconut can bring to
local retailer to redeem prize or entered to
win Grand Prize
Tease upcoming contest and generate
Facebook and Twitter fans

57. HOW IT WORKS:
Each Coconut has the chance to win!
Prizes include:
A case of Vita Coco
Chance to be entered to win the
Grand Prize:
Year 1: Brazilian Get-away for Two
Year 2: A trip for two to the World Cup
Year 3: A trip for two to the 2016
Summer Olympics

58. Year 1 Grand Prize

59. Campaign
POS
April/May ‘11

61. Coconut
Head
On
vitacoco.com
April/May ‘11

64. Radio
April/May ‘11

65. Pandora

66. Sampling Opportunities
Sampling is key. Let’s be at the right place, at the right time.
Night sampling near college campuses
Relevant walks/races
Morning and evening sampling at gyms
Weekday sampling at Gymboree/Mommy
and Me classes

67. Keeping Vita Coco in The News
Develop timely and relevant news angles to insert Vita Coco
into relevant stories throughout the year.
June/July August/September October/November December
“Don’t Sweat It!” “Keep Your Sex Life “Live Life Big, “Say Goodbye to Your
Stay Hydrated the Sizzling all Year Long” Even When You Muffin Top and Hello
Brazilian Way” Have the Flu” to Coconut Water”

68. Media
Plan