With a media value of £250,000, Rebel Kitchen Raw Coconut Water’s first ever outdoor advertising campaign has kicked off with six-sheet posters located in and around train stations and commuter hubs across London and the South-East.

The four variants of the advert each have an eye-catching line to challenge people’s perceptions of coconut water and celebrate the brand’s ‘raw, organic and non-pasteurised’ quality. The phrases ‘tried the rest, now try the best’; ‘If you know, you know’, ‘coconut water for people that don’t like coconut water’ or ‘there’s coconut water and then there’s…’ are featured adjacent to a glass of the coconut water and a bottle which aims to highlight the water’s unusual, naturally pink hue.

The adverts will be complemented by the brand’s biggest range of activities across digital, social media, sampling and traditional PR to drive trialling and encourage taste tests against the brand’s competitors.

“It’s the perfect time to support our existing and new stockists by driving awareness”

Currently growing at 64% YOY (Northstar Data, 19 April 2025), Rebel Kitchen Raw Coconut Water is sustainably sourced from smallholders in the Philippines. It has no added sugar and is high-pressured processed (HPP) rather than pasteurised so it retains its ‘natural light sweetness, fresh flavour and nutritional goodness’, says the brand.

“Our coconut water is as close as you can get to cracking open a young, green coconut on a tropical beach,” comments Sarah Lawson, marketing director of owner Nurture Brands. “So, we thought we’d get shouting about it – especially to people who’ve previously rejected ultra-heat-treated coconut waters or those that are artificially sweetened. With summer coming and hydration in many people’s minds, it’s the perfect time to support our existing and new stockists by driving awareness and footfall.”