Challenge:

IF coconut water, originating from Thailand, is entering the Chinese market for the first time in 2023. Adhering to its image of an imported brand, IF want to highlight its original English name. Without a Chinese name on the packaging, this poses great barriers to public awareness in the Chinese market, especially as the product reaches remote rural areas.

Creative Solution:

How to make the name IF more recognizable?

We transformed the static brand logo into a more vivid "brand symbol", turning the IF font into a creative language to "introduce" IF coconut water. This allows the originally unfamiliar and meaningless name to consumers to become more meaningful and lively.

The concept sparked a wave of user-generated content and even emojis on social media. Within half a year of launch, IF has become the No.1 coconut water brand in China.

Use of Typography

We used of if typography, i and f, in a variety of combinations, cleverly conveys the dual graphic design of the logo and the typography, which is both a branding communication and an interesting message as an advertising communication.

Outdoor Media used

The campaign is based on outdoor storefront posters supplemented by POSMs, as well as bus station posters for communication.

The campaign is also supported by bus station posters, as well as some outdoor LED screens in Shanghai.

This campaign is only available in China.

1. Reached about 12 million people on Xiaohongshu and Weibo social retweets in China

2. Won the Outstanding Marketing Case of November in DIGITALING Media in China

3. Won the top ten art cases in China in 2023 by MADMAN app.

4. And in just half a year it became the first coconut water brand with the highest production rate in the market.