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Zico, a coconut water brand of Atlanta-based The Coca-Cola Co., announced that actress Jessica Alba will serve as brand ambassador for its new “Crack Life Open” national brand campaign. The multimillion-dollar campaign includes Zico print, out-of-home (OOH) and digital advertising across the United States.
“'Crack Life Open’ means living positively and thoughtfully by making healthy choices and taking small steps to treat yourself well every day,” said Lorna Peters, Zico chief marketing officer, in a statement. “We searched far and wide for the best person to represent Zico authentically: someone who lives and breathes natural living and embodies our ‘Crack Life Open’ ethos each and every day. Jessica Alba is that person, and we couldn’t be happier to have her join the Zico family.”
Alba added in a statement: “Anyone who follows me on Instagram or Twitter knows I’m a big believer in living honestly. Partnering with Zico is true to me not just because I drink their natural coconut water as a simple way to stay healthy, but also because I’m on board with the #CrackLifeOpen mentality of living your best life by staying positive, being present, and taking small steps toward balanced, healthy living that fit your lifestyle.”
The goal of the “Crack Life Open” campaign is to remind people that, like crisp refreshing coconuts, life is better when our hearts and minds are open, according to the campaign. Throughout the campaign, Zico and Jessica Alba will work together to motivate people to start living the life they want.
In order to spread the “Crack Life Open” mantra, Zico doubled its annual media spend in 2014 with up to a 250 percent increase in key markets to reach as many people as possible with moments of renewal. This includes print ads in magazine like People, Men’s Health, Marie Claire and Real Simple; out-of-home advertising on wallscapes, painted murals and double-decker buses; digital and social efforts on Yelp and various blogs; and offline participation at major events including the Malibu and New York City triathlons, the Shape Up summer series, and more.
For more information about “Crack Life Open” visit www.facebook.com/zico.