Coconut Water
Coco Coconut Water, which is produced with the Canadian market in mind (it has both English and French labeling), is a not from concentrate product that is packaged in a 330ml (approximately 11 oz.) Tetra Pak carton. The coconut water is sourced in Brazil and tastes very much like competing products. While it tastes good, this presents an issue of building customers loyal to the brand -- why go out of your way to get Coco when any number of brands taste the same?
For many brands, the answer to this question comes from the brand (and the associated image) that they’ve created. But that’s where Coco really seems amiss, with a name and look that feels very much like a value or commodity play. So, while the product itself is a perfectly adequate choice, we’re again left feeling as though the product will be perceived as an imitator rather than something that can build a big following on its own.
coconut water with pineapple
Coco’s Coconut Water with Pineapple is a blend of coconut water and pineapple puree. Like the flagship “coconut water” flavor, this variety has a fairly familiar (assuming you’ve tried the many other brands of pineapple coconut water out there), but enjoyable, flavor. Still, the lack of differentiation is a big issue -- how does this brand gain a loyal following?
The packaging, which is an 11 oz. Tetra Pak carton, doesn’t really help much either. Its only point of differentiation is in its bilingual packaging, with which it appears to be first to market. Otherwise, using simply the name “Coco” in a market where “coco” is being used in many different coconut waters is like naming your energy drink “Energy.” From our perspective (where we see tons of brands fail every year), this doesn’t seem like the most sound approach to establishing your brand. Overall, it tastes nice, but we don’t really see a meaningful point of differentiation with this product.
