How Zico is Navigating Shift from Up-and-Comer to National Brand
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Bill Lange has had a busy year. As VP-marketing for coconut water brand Zico, he’s overseen the brand’s first national ad campaign from Butler Shine Stern & Partners, as well as watched copious distribution channels come alive since majority stake owner Coca-Cola took the brand national in February.
Mr. Lange learned the bulk of his beverage marketing at Nestle, where he spent 8 years in its beverage division. At Zico, where he’s been for three years, Mr. Lange is positioning the brand to gain share of throat in a marketplace crowded by teas, juices, enhanced waters and sports drinks.
“For us, it’s always been about the credibility of coconut water as recovery, and restoration has really been our focus,” Mr. Lange said. “But you can’t just be boring and about sports all the time, because we know the people that are exercising are also going to concerts, going out at night, and doing other things in their lives. So, we need to fit into those occasions as well.”
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