Mercieca has been briefed to raise awareness of the launch of CocoPro, which claims to be the “world’s first high protein pure coconut water”, in the UK.
The integrated agency will lead both the brand’s trade and consumer PR.
Rory Lawson, founding partner at CocoPro, said: “We hired Mercieca because it has strong credentials in both FMCG and sport and fitness, so has been able to create a smart PR approach that communicates the right messaging to the right people, at the right time. Their enthusiasm really resonated with our team.”
CocoPro is sweetened with Stevia to reduce its sugar content to almost half that of regular coconut water, is fat and cholesterol free, and contains 20g of protein per 330ml serving.
Gemma Oakes, Mercieca PR director, said: “Coconut water has become a phenomenon in the soft drinks category in the last year, so we’re really excited to be working with CocoPro to engage its core target audience of fitness enthusiasts.”