Building a Premium Coconut based Personal Care & Foods D2C brand for Marico.
How to premiumize the coconut-based personal care & foods brand in India that comes from the House of Parachute (Marico)?
We set out to seek a differentiated narrative for Coco Soul – as the brand is set in the over-exposed territories of Coconut & Ayurveda. On top of it, we had to dial up the premium quotient, which is difficult for an ingredient that’s not exotic in India and from the house of ubiquitous Parachute.
We began by defining the archetype for Coco Soul that will help us define a unique character, tone of voice, visual imagery and always on communication. We chose Jester as it gave us a leap over the functional aspects and played a narrative that entertained and intrigued the audiences.
Further, anchor in a relatable insight that the market reality is coconut and Ayurveda are high decibel categories. With the rise of e-commerce, consumers are overwhelmed and spoilt for choices. We, as a brand, have built a whole range of premium personal care products and foods because coconut is a superfood, super powerful, and that’s all you need.
With the idea of All you need is Coco Soul, we brought it to life in an entertaining manner so that it overcomes the realm of functionality and becomes memorable. They become smarter, hence the better choice.
The idea further transcended into e-commerce website design, launch campaign and social media communication to build the brand to double-digit growth and create a unique premium space with Coconut story.