CocoCoast taps Impact PR to lead comms as it targets A$200m global revenue
Australian beverage exporter CocoCoast has appointed trans-Tasman agency Impact PR to lead its global communications programme as the company targets A$200 million in annual revenue within five years.
The appointment will see Impact PR develop and execute earned media campaigns across Australia, the UK and the US and other international markets as CocoCoast accelerates its offshore expansion.
Impact PR’s brief includes international communications strategy, media relations, corporate profiling and market-specific campaign development, with activity tailored to individual territories rather than using a single global approach.
CocoCoast, which produces the world’s largest coconut water range, currently generates around A$25 million in annual revenue and sells approximately 50 million cans, or 25 million litres, annually across 20 European and Asia-Pacific markets.
The company grew 53% in the past year and is targeting A$200 million in annual revenue within five years, with international markets expected to drive much of that growth.
Its expansion includes a return to the US market, further growth across the UK and Europe and new international distribution agreements.
CocoCoast co-founder Damian Russell says the appointment comes as the business moves into a significantly more ambitious stage of its international development.
“We have spent more than a decade building CocoCoast and proving the model in Australia. The next phase is about substantially increasing our scale internationally and we needed a communications partner that could support that growth across multiple markets.
“As we expand in the US, UK and Europe, earned media will play an important role in building brand awareness, credibility and retailer interest. Impact PR has significant experience developing business and consumer stories that can travel across borders,” he says.
Impact PR managing director Fleur Revell-Devlin says CocoCoast is the type of Australian growth business the agency is looking to support internationally.
“CocoCoast has an ambitious international expansion programme, a strong founder story and a product category experiencing rapid global growth.
“The communications challenge is to build the company’s profile in parallel with its commercial expansion. The US, UK and European media environments are very different, so we will develop locally relevant narratives for each market while maintaining a consistent global brand and corporate story,” she says.
Impact PR has already begun the international campaign, with initial activity focused on CocoCoast’s return to the US after an 18-month absence and its plans to build the UK and European business to around A$60 million annually within five years.
The company has appointed a Seattle-based distributor as part of its US re-entry and is also preparing to expand its retail and online presence across the UK and Europe.
The appointment continues Impact PR’s expansion of its Australian client portfolio, with the Auckland-headquartered agency increasingly managing international communications programmes for Australian brands.
Impact PR works across Australia, New Zealand and international markets, with experience spanning FMCG, technology, manufacturing, healthcare, corporate communications and export-led businesses.
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