Zico: One of America’s Hottest Brands is also a Whole Truth Brand

I was very happy to see that my favorite coconut water, Zico, made it to Ad Age’s 2009 America’s Hottest Brands List, reported by Natalie Zmuda.  Introduced to it over two years ago at a hot yoga studio in New York, I looked forward to my Zico water at the end of each class even more than the class itself.  

Now I must confess, I wasn’t that good at Bikram Yoga. When everyone was staring at the wall behind them during backbends, I was looking at the ceiling and my favorite part of class was when they shut off the lights and I could lie perfectly still for as long as I wanted. (Hot yoga was a lot of work for an early evening nap!) 

As my reward for not passing out and actually lasting the full 90 minutes in the room, I would treat myself to a cold Zico.  And while I could have drunk the whole 11 ounces right there in the locker room, I enjoyed walking out of the building and onto the subway platform with my Zico in hand so others would think I was a dedicated yogi. 

As a Whole Truth Brand, Zico has connected with the E (Ego Protection) of G.A.M.E.S., our acronym for why women tell Half Truths.  Zico gives people bragging rights. And that’s actually part of the brand strategy. Mark Rampolla, Founder of Zico Beverages says that it heads straight for hot yoga studios, where it has had success in cultivating a crop of brand evangelists.

And while I haven’t been to hot yoga in quite some time, when I’m feeling like I need a pick me up, I pick up a Zico and head down those subway steps, and hold the container so others might think I could have just come from class.

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June 14, 2024
by Mary Lou Quinlan

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