The primary objective of the Iberia Coconut Water campaign was to elevate the brand's profile in the crowded Florida beverage market, particularly targeting urban, health-conscious consumers. We aimed to shift consumer behavior at the point of purchase, making Iberia Coconut Water the top-of-mind choice over competing brands. The campaign sought not only to introduce the product to a wider audience but also to persuade them to choose Iberia as their preferred brand of coconut water during their grocery shopping.
We employed a strategy that merged emotional appeal with practical product benefits, encapsulated in the campaign theme, "Time for a Refresh." We crafted a comedic narrative with the that depicted everyday moments that busy Mother's in particular face, being they make up over 40% of our market share, and positioned Iberia's coconut water as a key to instant natural refreshment and relaxation to recharge and refuel you to face anything that comes your way.
Our consumer insights was that we all have moments where we just need a refresh. And we turn to things we love and enjoy to give us a moment of happy. The brand insight was that Iberia coconut water is packed with nutrients for an ultimate beverage that will not only be enjoy, but also leave you completely refreshed. This lead to our main campaign concept. Iberia's coconut water is so delicious and refreshing that it transports you to a place of serenity, calm, ease and breeze -- no matter the situation you’re actually in.
The execution spanned CTV, Meta, and YouTube, focusing on high-impact visual storytelling to draw a clear connection between product use and a refreshing lifestyle change. The campaign featured relatable scenarios that demonstrated the product’s role in enhancing the consumer's day, aiming to establish a new habit loop where reaching for Iberia becomes an intuitive response to the need for hydration.
Our approach included precise demographic targeting, leveraging data-driven insights to customize messaging that resonated deeply with local tastes and preferences.
The campaign significantly improved brand awareness and successfully altered consumer purchasing behaviors, evidenced by the remarkable year-over-year sales increase of 45.11% for coconut water in tetra packs during and after the campaign period (July through September). This significant uplift in sales demonstrates the campaign’s effective alignment with consumer health and lifestyle preferences.
On the media front, the campaign’s reach and engagement far exceeded our initial projections. We had forecasted a total of 2.325 million impressions across CTV and social media platforms during the campaign. However, the actual results were profoundly more impressive, with the campaign achieving over 5.13 million impressions, amounting to 220.32% of the projected figures. This exceptional performance in media engagement not only highlights the campaign's broad appeal but also underscores its effectiveness in capturing and retaining consumer attention in a competitive market.
These outcomes illustrate not just the campaign's success in shifting consumer preferences at the point of purchase but also its capability in maximizing media investments to build a strong market presence for Iberia Coconut Water in Florida. The strategic use of relatable and engaging content, combined with precise demographic targeting, played a crucial role in achieving these outstanding results.
