In 2014, ZICO Premium Coconut Water (a brand under The Coca-Cola Company at the time) launched its “Crack Life Open” national marketing campaign, which was refreshed and expanded in 2015.
The campaign’s core message encouraged consumers to “crack open” their hearts and minds—like cracking open a fresh coconut—to embrace positivity, hydration, and holistic well-being.
It positioned ZICO as more than a sports drink, evolving it into an “anytime” beverage for emotional and physical flourishing, with the tagline emphasizing that “life is better when our hearts and minds are open.”
ZICO Secret Garden
A standout experiential element was the 2015 “ZICO Secret Garden” pop-up in downtown Manhattan, disguised as a standard vending machine. Created in collaboration with Refinery29, it launched on June 19, 2015, as a surprise for NYC tastemakers and passersby.
- Concept and Execution: Users approached what appeared to be a regular ZICO vending machine offering free coconut water. Instead of dispensing a bottle, pressing the button revealed a hidden door leading to a lush, insta-worthy garden lounge. The space featured:
- Custom ZICO cocktails and a “ZICO Cloud Bar.”
- Live entertainment: DJs Brendan Fallis and CHAPMAN, a string quartet, and ballet dancers.
- Floral-themed decor echoing the campaign’s artistic visuals.
- Target and Buzz: Aimed at influencers and urban consumers, it generated social media shares through its novelty. Videos captured reactions of delight and surprise as people “walked in” expecting a simple drink but discovering a full event space.
Impact and Legacy
The campaign helped reposition ZICO in a crowded coconut water market, boosting brand awareness through Alba’s star power and viral experiential stunts. It ran through summer 2015, aligning with peak hydration season, and contributed to ZICO’s growth as a lifestyle brand. While specific metrics aren’t public, the activations like the Secret Garden amplified the “Flourish from the Inside Out” narrative, fostering emotional connections beyond product sales.
