Be beautiful on
ZICO had to stay true to helping people flourish on the inside or risk lack of differentiation against other coconut waters in the market. Our creative challenge was to transform cities like New York and LA and show people what our Beautiful On the Inside promise really meant.
We looked at the world and found places where people can flourish but don’t. Grimy subway stations, old buildings, and construction sites became instant starting points to build experiential spaces with high-touch brand experiences.