100% coconut water.
Raw C is repositioning itself as health that doesn’t need to be hard in a campaign via Bastion.
Bastion DBX managing director, Matt Robinson, said the campaign demonstrates the power of clear strategic positioning.
“In a category crowded with functional messaging, we saw an opportunity to connect on a human level,” Robinson said.
“‘Unhard Health’ gives Raw C a culturally relevant platform built for long-term growth and puts the brand in a position of strength as the category continues to expand.”
Raw C was founded more than a decade ago when Australian coconut pioneer Scott Mendelsohn shipped a container of pure coconut water into Sydney.
Bastion managing director, media, Anna Cherry, said the integrated model ensured the idea was designed to work across the entire consumer journey.
“When strategy, creative and media are developed together from day one, you create ideas that are built to perform,” Cherry said.
“Our integrated approach allowed us to deliver a cohesive campaign across every touchpoint, designed for the modern marketer and built to drive impact.”
The fully integrated campaign spans hero films, out-of-home, digital audio and a social and display suite, deployed nationally across BVOD, DOOH, digital audio, social and display.
Raw C managing director, Samantha Hansen said the campaign reflects the brand’s natural role in Australians’ lives.
“Coconut water is one of the fastest-growing categories in Australian grocery, up 42 percent year on year with household penetration now at 26 percent,” said Hansen.
“‘Unhard Health’ is built on a truth most of us feel, being healthy has become far too complicated. Raw C stands for something simpler. Natural, straightforward and nothing crazy added.”
