ZICO Coconut Water Embraces ‘What’s Inside is Everything’ Message with National Survey

Uncovers Truths about Americans including their Resounding
Determination to Living Lives of Authenticity

EL SEGUNDO, Calif.–(BUSINESS WIRE)–Today, ZICO® Coconut Water™ announces a new, national survey, that
explores what is “at the core” of each us, and how one’s filter and
perspective on life – whether it be different attitudes or mindsets, can
impact life’s journey.

The survey kicks off the second wave of the brand’s What’s Inside is
Everything™ campaign, embracing the notion that like its original and
bestselling ZICO Natural Coconut Water, which is 100% coconut water,
being true to your nature and who you are at the core is powerful beyond
measure. ZICO® hopes to inspire individuals across the country to
evaluate what they are made of at their core, and bring to life
the empowering notion to live more authentically and pursue their goals
and ambitions.

The ZICO® “At the Core Survey found that Americans are not
afraid to take action in their lives to stay true to themselves and
listen to their hearts. In fact, that determination has resulted in
nearly 3 in 4 Americans making lifestyle changes in the last year,
specifically to pursue personal goals or ambitions. And those who
haven’t, regret it: 72% of Americans admitted they have missed out on an
opportunity (from their personal life to work life, hobbies and more)
because they didn’t “go with their gut.”

“In my own life, I’ve learned the power and importance of staying true
to who you are,” said ZICO Brand Ambassador, Jessica Alba. “Some of my
greatest successes have come from following my own ‘inner voice’ and
pursuing my dreams despite the naysayers, which is why ZICO’s ‘What’s
Inside is Everything’ campaign message resonated with me in such a big
way. I’m thrilled to continue encouraging others to embrace this

To help bring to life the brand’s What’s Inside is Everything™ message,
ZICO will roll-out a series of experiential events this summer, kicking
off these events at Astor Place Plaza in New York City on Thursday, July
20th. ZICO will open the pop-up event to the public from 9am
– 6pm EST and invites consumers to stop by and enjoy discovering what
they are made of through a series of interactive activations, while
sampling what ZICO is made of.

“If we allow it, society will constantly reinforce that we are not
enough; that we’re supposed to achieve a certain level of success or
follow a specific lifestyle,” said Meghann Seidner, ZICO Vice President
of Marketing. “But, the truth is, we are more than enough. We believe in
digging deep to understand what makes us tick and celebrating what
uniquely makes us who we are; in following our own inner compass. And,
we at ZICO know what we’re made of – our original and bestselling ZICO
Natural is just 100% Coconut Water with nothing added, nothing removed.
We’re excited to help folks discover that when you’re true to what you
are made of – true to your core, that’s when your best-self shines.”

The nationally-representative “At the Core” Survey uncovered key truths
on what Americans are made of, and also identified the goals,
motivations and ambitions that drive them to live their most authentic
lives. Key findings include:

  • Come on, Get Happy. Americans are loving life right now, with
    52% saying happiness describes their most recent emotional state.
    Perhaps this happiness stems from making magic happen in their
    personal lives, with 1 in 3 Americans saying they’ve already achieved
    most of their personal goals and 88% proclaiming their pride for the
    life they currently lead.
  • Shape of You. The top two factors Americans believe have had
    the most profound impact on who they are today are having traveled to
    another city or country (42%) and having dedicated time to a new hobby
    or skill (42%). Additionally, 87% of Americans agree that the place
    they were raised has a significant impact on who they are today. “The
    apple doesn’t fall far from the tree” also rings true: 68% of
    Americans believe that their personal passions and interests are
    similar to that of their parents’.
  • Listen Up. When facing tough life decisions, 62% of Americans
    are more likely to listen to themselves, compared to a friend or
    family member (39%), showing the weight they place on their own

Furthermore, the “At the Core” Survey discovered outlooks on life, love
and listening to what‘s inside, and how these self-identifying qualities
effect one’s success, happiness, relationships, and more. Additional
findings include:

  • Go Getters. Those who identify as free-spirited (77%) are more
    likely to have made a lifestyle change in the last year specifically
    to pursue a personal goal than those who aren’t free-spirited (66%).
    Additionally, those who say they are confident are 2x as likely to
    have already achieved their personal goals as those who aren’t
  • Love Ferns. Over half of Americans describe their “romance
    personality” as a fern – meaning they’re self-sufficient and low
    maintenance when in a relationship. Others said cactus (26%) – prickly
    on the outside but sweet on the inside and vine (17%) – protective but

In addition to a continuing partnership with Jessica Alba as Brand
Ambassador, ZICO® will further share the #InsideIsEverything message
through various consumer touch-points in key markets across the US,
including, large-scale digital and social campaigns, national print
advertisements, out-of-home events and various consumer-facing
experiential activations across the country, as well as an ongoing
partnership with iHeart Radio and their newest podcast series,
iHeartRadio’s Label Defiers with ZICO Coconut Water, highlighting movers
and shakers who have found success through a life of authenticity.

For more #InsideIsEverything inspiration, head on over to ZICO.com,
or be our friend on our Tumblr, ZICOcoconut.tumblr.com,
and Pinterest.com/ZICOcoconut.

About ZICO Beverages LLC.

Founded in 2004, ZICO Beverages LLC (pronounced Zee-co) is the maker of
ZICO® Coconut Water™. Beyond the original, bestselling product, ZICO
Natural Coconut Water, which is 100% not from concentrate coconut water
with no sugar added 1, we’ve expanded our product lineup to
include flavored coconut waters like Pineapple, Watermelon Raspberry,
and Chocolate, along with Organic Fair Trade coconut water, and ZICO
Chilled Juices; which combine chilled premium coconut water with
mouthwatering fruit juice, including, Orange, Pineapple Mango, and
Strawberry Banana. Regardless of the flavor or package size, all ZICO
products feature 100% not from concentrate coconut water, that supports
hydration with five naturally-occurring electrolytes. You used to have
to shimmy up a tree and machete-open a coconut to experience the
refreshing taste of coconut water, but not anymore. We climbed the tree
for you®.

1 ZICO is not a low calorie or reduced calorie food. See
nutrition facts for more information.

Methodological Notes:

The ZICO “At the Core” Survey was conducted by leading market research
company, Wakefield Research (www.wakefieldresearch.com),
among 1,000 nationally representative U.S. adults ages 18+ and 200 U.S.
adults ages 18+ in each of 12 DMAs: Los Angeles, San Francisco, New York
City, San Diego, Seattle, Miami, D.C., Charlotte, Chicago, Dallas,
Houston and Boston between May 5th and 19th, 2017, using an email
invitation and an online survey. Quotas have been set to ensure reliable
and accurate representation of the U.S. adult population ages 18+, and
of the adult population 18 and older in each DMA.

Results of any sample are subject to sampling variation. The magnitude
of the variation is measurable and is affected by the number of
interviews and the level of the percentages expressing the results. For
the nationally representative sample, the chances are 95 in 100 that a
survey result does not vary, plus or minus, by more than 3.1 percentage
points from the result that would be obtained if interviews had been
conducted with all persons in the universe represented by the sample.
For each individual DMA, the chances are 95 in 100 that a survey result
does not vary, plus or minus, by more than 6.9 percentage points from
the result that would be obtained if interviews had been conducted with
all persons in the universe represented by the sample.


ZICO Coconut Water
Kelly Farawell, kelly@ZICO.com