Credit: Datingscout via Unsplash
Raw C Coconut Water has chosen Bastion as its integrated agency partner, aiming to step up national growth and sharpen its presence in retail and digital channels.
The remit covers brand, social and media strategy, media planning, buying and creative across brand, digital and social.
The decision follows a competitive pitch.
Raw C marketing director Samantha Hansen said the team was genuinely excited to be partnering with Bastion on its first major brand campaign.
“Their strategic smarts and track record of creating work that deeply connects really stood out, but what sealed it was a passion for building differentiated brands that matches our own,” Hansen said.
“We were looking for a partner who could deliver a breadth of capability under one roof to support us into our next growth chapter, and Bastion proved to be just that fit.”
Bastion managing director, media, Anna Cherry said the pitch offered a chance to show how modern media grounded in cultural intelligence, strategy and specialist channel craft can drive real commercial outcomes.
“At Bastion we view media not as inventory but as a platform for ideas, innovation and impact,” Cherry said.
Ben Hourahine, chief strategy officer at Bastion DBX, said their ambition is to partner with Australia’s most innovative brand led businesses.
“So it doesn’t come any better than working with Sam, Scott and the Raw C team,” he said.
“Raw C has seen incredible growth since Scott helped pioneer the coconut water category in Australia many years ago and it is an absolute privilege to be tasked with helping them go to the next level.
“We’ve landed on a cracking cultural insight which has fuelled the brand strategy, and we can’t wait to bring it to market.”
Work starts immediately, with strategy and channel planning underway ahead of key retail periods.
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