The AMAzon Coconut Water Campaign Stars Three Top Brazilian Models
Meghan Young — August 25, 2013 — Marketing
References: amazonpower.co & fashiongonerogue
Who knew an electrolyte-rich beverage could be as sexy as the one being promoted in the AMAzon Coconut Water ad campaign. Oh yes, that is because in place of the actual bottled drink are three of Brazil's most outstanding models. Adriana Lima, who was recently ranked as number three on Forbes’ list of highest-paid models, Emanuela de Paula and Cintia Dicker strip down to their bare skin in order to channel an Amazonian frame of mind for the AMAzon Coconut Water photoshoot.
Lensed by Victoria’s Secret photographer Russell James, the exotic beauties embrace the wild and strong essence of the healthy beverage. With untamed hair, colorful makeup and bronzed bodies, they are truly a sight for sore eyes, which is only appropriate since the drinks often offer a replenishment for sore muscles.
Lensed by Victoria’s Secret photographer Russell James, the exotic beauties embrace the wild and strong essence of the healthy beverage. With untamed hair, colorful makeup and bronzed bodies, they are truly a sight for sore eyes, which is only appropriate since the drinks often offer a replenishment for sore muscles.
Trend Themes
1. Beverage Advertisement Revolution - As shown by the Amazon Coconut Water campaign, there is a potential for advertisements to focus on lifestyle and body image rather than the actual product itself.
2. Innovation in Beverage Packaging - The success of a product could bank on its packaging and the story that can be told through it as exemplified by the AMAzon Coconut Water campaign.
3. Celebrity Brand Affiliation - As demonstrated by the AMAzon Coconut Water campaign, having celebrities endorse products can drive sales, but it is important to choose endorsers that create a cohesive brand image.
Industry Implications
1. Beverage Industry - Companies in the beverage industry can focus on packaging and image to drive sales as shown by the AMAzon Coconut Water campaign.
2. Advertising Industry - The success of the AMAzon Coconut Water campaign indicates a potential for a shift towards lifestyle-focused advertising rather than product-focused advertising.
3. Fashion and Modeling Industry - The AMAzon Coconut Water campaign shows how the fashion and modeling industries can be integrated into advertising campaigns to effectively promote products.
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