Harmless Harvest, the organic coconut water pioneer, is kicking off a bold new out of home and transit campaign on some of NYC and LA’s most popular buildings, billboards, and subway lines including Union Square, Lafayette, and the L train.
“With this campaign, we’re encouraging our customers to look closer at what’s behind the brand and the values we stand by,” says Jenna Stephenson, Director of Marketing and Innovation at Harmless Harvest. “Everything we do is for a purpose. Our coconut waters have a shorter shelf life because they’re free of preservatives or additives and our prices are a bit higher because we pay fair prices for our coconuts and continually reinvest in our farmers’ communities.”
Renowned photographer Joey L went behind the scenes in Thailand to capture the Harmless approach from start to finish—from sourcing young organic coconuts, to giving back to the local Thai communities, to its ecosystem-based business model, packaging, and more.
Doug Cameron, CEO of DCX Growth Accelerator, the creative advertising agency behind the campaign, says, “The truth is that it is not easy to abide by these brand standards and sometimes you need to really be a fighter, so we decided to fly in the face of traditional marketing, which boasts about low price, consistency, perfection, etc. We want to say loudly and proudly that Harmless Harvest doesn’t compromise.”
Harmless Harvest’s family of organic, Fair for Life beverages includes Harmless Harvest Coconut Water and the line of Harmless Coconut Probiotic non-dairy yogurt drinks. Harmless Coconut Probiotics combine the company’s critically acclaimed organic coconut water, coconut meat from young coconuts, organic fruits and active probiotic cultures to support digestive and immune health.