COCOFUL
COCONUT WATER LAUNCH PLAN
Product name
TAGLINE
COPYWRITING
COCOFUL
BE COCOFUL
VARIANTS & STRATEGY
The tagline chosen is 'Be
Cocoful'. It will be a simple,
short, and direct. It also
acts as an indirect CTA
asking people to have the
drink and be cocoful in their
routine.
The name can be further
played around with copywriting
by substituting the word 'ful',
like
• CocoFresh
• CocoFun
• CocoHealth
For copywriting, we can also
stick to the strategy of bashing
medicine and soda industry
and highlighting Cocoful as a
healthier option.
Cocoful is a fun a playful
name. The coco refers to
coconut and and 'ful'
representing the richness
and fullness of coconut
water in our product.
PRODUCT DESIGN
For product design, I have
again chosen a bright and
fun design. Using playful font
for the name with a
refreshing blue background. I
have stuck to white, blue and
greens to represent the
beachy vibe of the tropics,
the water droplets in the
background look refreshing
and appealing to quench
thirst.
Product can have two
variants, one carton and the
other can be a bottle with
1.5/2.5 Litres.
Design reference made by me
Product shape
Launch plan
SOCIAL MEDIA CONTENT
For social media posts, we will be
focusing majorly on two things.
For the launch, We will be using a
mix of Conventional, Digital,
Guerilla marketing and celebrity
marketing.
1. The refreshing and hydrating power of
coconut water
2. Health benefits
These two things will be reinforced
through the digital posts. The posts will
also be playful and engaging for the
audience.
We will be asking a few macro and micro
influencers and atheletes to review our
product and tell the health benefits of
coconut water to post on their social
media accounts which we will reshare.
TVC/DVC
1.We will be launching the product with a TVC using a
celebrity known to be health concious i.e Mahira Khan.
2.She shares why she prefers to use it in different situations
in 3-4 variants of ads.
3.She gives it to her mother as it builds immunity, it is rich in
electrolytes and prevents kidney stones.(To be
CocoHealthy)
4.She takes it after the gym to feel hydrated and fresh in a
second. (To be Cocofresh)
5.On the go while travelling, her friend snatches it for the
amazing taste of Coconut water. ( To have CocoFun)
CONVENTIONAL AND GUERILLA MARKETING
With TVC/DVC running on our digital
platforms and mainstream media, we will be
using Conventional and Guerrilla marketing
to boost the awareness process.
Streamers and Billboards with our KV will be
used at different locations. Billboard can be
something like shown, with coconuts
breaking open at the top and our product at
the bottom.
We will place a large 3d model of our
product with a palm tree at different
locations like liberty etc.
We can use stairs at malls to list down the
benefits of coconut water with our product
painted on the floor.
POST LAUNCH
A TRIP TO TROPICS
We will sponsor a week trip to maldives for two people. We
will ask people to share their recipe of the best cocktail
made with coconut water using Cocoful and tag our social
media page. Winner will be selected through a lucky draw.
We can do this in line with the next campaign focusing on
the fresh beach feels our product gives to its consumers.
BUSINESS GROWTH AND OPPORTUNITIES
We can launch further product lines
with the name Cocomix By Cocoful.
It will be coconut water mixed with
mango/Raspberry or any other fruit.
Later on we can also come up with
different products under the
company name containing coconut
like coconut milk, coconut oil etc.
THANKS