City Oasis – Summer Campaign
On August 2016, Vita Coco, the best-selling brand of coconut water in the US, launched a 200ml coconut water called “Baby Coco.” To promote this product we concepted, executed, and managed a pop-up shop called Harajuku City Beach, while rolling out a digital campaign with the hashtag #HarajukuBeach.
Our goal was to create an event space that offered visitors a unique brand experience. At our own Harajuku gallery, we covered the entire floor with white sand to replicate a beach. During the promotion we hosted special activities including yoga, pilates, cooking, and painting. We also organized a live ukulele showcase, a class on how to walk with poise taught by a professional model, and a Japanese-style summer fair. At the closing party, we collaborated with coconut rum brand Malibu to offer guests an exclusive cocktail named the Skinny Malibu Colada.
As a result, an oasis that suddenly emerged in the middle of the city created a positive impact on Harajuku and its neighbors. In addition, by leveraging social activation to share about this campaign, we successfully increased engagement centering on the targeted audience and enriched Vita Coco’s brand experience by linking the physical taste of the product with the events.