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.”