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Coconut water is booming. But it’s tough for a new player to get heard. So we skipped the mainstream and zeroed in on shared values with a core of soon-to-be loyalists. From ground zero we identified the target, developed strategy and built the brand story. We launched at trade shows and in-store, handed over a brand roadmap to the in-house team and had a heck of a good time doing it. (Creative Director) AD: Ben Bellayuto, CW: Todd Norem