Nurture Brands is supporting its fast-growing Rebel Kitchen Coconut Water with its first-ever outdoor advertising campaign.
The activity – with a media value of £250,000 – covers six-sheet posters located in and around train stations and commuter hubs, across London and the South-East.
Four executions each carry an eye-catching line challenging people’s perceptions of coconut water – and celebrating the brand’s ‘raw, organic and non-pasteurised’ quality. A glass of the coconut water is featured alongside a bottle to highlight the water’s unique, naturally pink, hue.
Commencing 2nd June, the ads are being complemented with the brand’s biggest range of activities across digital, social media, sampling and traditional PR – all aimed at driving trial and prompting taste tests against competitors.
Currently growing at 64% YOY (source: Northstar Data – 19.04.25), Rebel Kitchen Coconut Water is sustainably sourced from smallholders in the Philippines. No extra sugar is added and it’s high-pressured processed (HPP) rather than pasteurised, thereby ensuring it retains its natural light sweetness, fresh flavour and nutritional goodness.
Sarah Lawson, Nurture Brands’ marketing director, said: “Our coconut water is as close as you can get to cracking open a young, green coconut on a tropical beach. So, we thought we’d get shouting about it – especially to people who’ve previously rejected ultra-heat-treated coconut waters or those that are artificially sweetened. With summer coming and hydration in many people’s minds, it’s the perfect time to support our existing and new stockists by driving awareness and footfall.”
