DDB Public Relations was named PR agency of record for Jax Coco, a premium line of coconut water that recently launched in Canada.
Based in Hong Kong, Jax Coco has found international success in part by leveraging its celebrity cachet, according to DDB. Elton John is a shareholder and Alasdhair Willis (Stella McCartney’s husband) designed the product’s stylish glass bottles.
DDB’s first PR campaign for Jax Coco kicks off at the upcoming Toronto International Film Festival (TIFF). The campaign is being developed by the agency’s specialty practice, DDB Chic, which serves style and luxury clients such as Moët Hennessy and La Senza.
“Given the celebrity cachet associated with the brand to date… we felt what better way to bring that to Canadians than through TIFF,” said James Loftus, account manager at DDB Public Relations.
Jax Coco will host a cocktail party at TIFF and will also serve Jax Coco at the eTalk lounge for the duration of the festival. “Any talent that are coming through will have the opportunity to try to Jax Coco,” said Loftus. “It’s an influencer, buzz-building campaign to really drive awareness and drive some talk value around the brand.”
Coconut water has taken the beverage industry by storm with new product launches growing by 540% between 2008 and 2012, according to a recent study by global research firm Mintel.
