EL SEGUNDO, Calif.--(BUSINESS WIRE)--ZICO Beverages LLC., makers of one of the fastest growing beverages in the market, ZICO® Premium Coconut Water, today announced Jessica Alba will serve as brand ambassador for its new Crack Life Open™ national brand campaign. Starting this week, the celebrated actress, bestselling author and entrepreneur will be featured in a multimillion dollar campaign including ZICO print, out-of-home (OOH) and digital advertising across the U.S.
“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. “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.”
“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 towards balanced, healthy living that fit your lifestyle,” Jessica Alba, ZICO Brand Ambassador.
Over the past decade, the ZICO brand has been a leader in the explosive coconut water category for its refreshing, coconut water. 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. Throughout the campaign, ZICO and Jessica Alba will work together to motivate people to start living the life they want today.
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 across Print (ads appearing in top entertainment, health/fitness and lifestyle magazines like People, Men’s Health, Marie Claire and Real Simple, among others); Out-of-Home (Jessica Alba will be featured on can’t-miss wallscapes and painted murals with ZICO Crack Life Open creative appearing on double decker bus wraps, including the Hamptons Jitney); Digital/Social (#CrackLifeOpen inspiration across go-to platforms like Yelp, blogger programs and fan contests) as well as offline participation at Major Events (Malibu and NYC Triathlons, SHAPE Up Summer Series, and more.)
About ZICO Beverages, LLC.
Founded in 2004, ZICO Beverages, LLC. (pronounced Zee-co) is the maker of ZICO® Premium Coconut Water. Beyond the original bestselling natural flavor which is never sweetened and has zero fat and zero cholesterol, ZICO also comes in Chocolate, Pineapple, Mango and Passion Fruit. No matter the flavor, every ZICO packs 5 natural electrolytes, including as much potassium as a banana, helping to leave you hydrated, physically restored and ready to take on the day. You used to have to shinny up a tree and machete-open a coconut to experience this miracle of hydration and replenishment, but not anymore. We climbed the tree for you®.
About Jessica Alba
Jessica Alba is a Golden Globe-nominated actress whose diverse career includes more than 25 feature films, including "Fantastic Four" and "Sin City," as well as the TV series "Dark Angel." Her upcoming films include “Sin City: A Dame to Kill For,” “Dear Eleanor,” “Barely Lethal,” and “How to Make Love like an Englishman.” After the birth of her daughters, Jessica co-founded The Honest Company in 2012 to offer parents access to non-toxic, eco-friendly, beautiful family products that don’t break the bank. She wrote “The Honest Life: Living Naturally and True to You,” a New York Times bestseller, to share insights and tips for making healthy living fun, real and stylish.