THE CHALLENGE
Step back a few years to just before the plant-based explosion. Our client came to us with a lush coconut yoghurt, full of goodness and with enough deliciousness to rival any dessert. We knew we needed to take this offering beyond the hair-shirt free-from aisle and take it to its rightful place – in the chiller with the best with of them. This couldn’t be an ‘alternative’, it had to be the main event.
THE DELIVERABLES
Creative strategy and a shiny new brand, with naming, brand story, verbal identity, strapline, words for web and launch campaign.
THE ANSWER
Vegans and non-dairy eaters were an easy win, but we needed to attract dairy lovers too. This was about making everyone rejoice in the magical deliciousness of the coconut and turn coconut yoghurt into a thing. I came up with the idea of flipping the story of Adam and Eve on its head – coconut is a fruit everyone should be picking everyone can enjoy a little taste of Eden. The visual and verbal identity is fun and kooky (just like a coconut) and utterly irresistible. The strapline says it all: Free from dairy but not temptation.
THE OUTCOME
Coconut Collab launched straight into Waitrose and now retails in all major supermarkets and independent stores.
