As the once-hot bottled water business loses steam, drink makers are starting to pour money into marketing campaigns for what they hope will be the next sector to come to a boil: coconut water.
Beginning this week the Zico coconut water's name and logo will be pasted onto pedicabs in New York City while O.N.E. coconut water will make an appearance on the new season of ABC's "Extreme Home Makeover."
Zico in Hermosa Beach. and O.N.E. World Enterprises in Los Angeles are the early stage of what marketers say will be a major marketing push over the next year behind coconut water. Coconut water is the clear liquid inside young, green coconuts and is different from coconut milk, which is pressed from the coconut meat.
A popular drink in Brazil, the water is now catching on in the U.S., thanks to its healthy image and athletes and celebrities such as Madonna who drink the product. The goal now is to broaden the reach of coconut water drinkers beyond the athletically inclined. Sales of coconut water doubled this year to roughly $20 million, estimates Beverage Marketing Corp, a New York research and consulting firm.
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