We created a funny, clear campaign about a pink coconut water.
Harmless Harvest came to us with a unique problem: their product was just too good.
Defined by a vibrant pink hue, a brow-raising name, a deep commitment to the environment and the people they employ, and a taste that was almost too delicious, Harmless Harvest came to us with perhaps the best problem any product can have: they were so good, people thought they were hiding something. In today’s increasingly suspicious world, it was hard to blame them—so rather than deny what their consumers felt, our strategy leaned in, with a self-aware rallying cry that didn’t hide from people’s skepticism but acknowledged it.
The result: our “Suspiciously Good” campaign which reassured consumers that it was okay to be skeptical, but Harmless Harvest was actually just that good. The anthem video, set to a custom cover by Sharon Van Etten of Elvis’s classic “Suspicious Minds,” follows a woman walking through a bodega full of products with sketchy claims before landing on the inviting glow of a case full of Harmless Harvest coconut water. With over 2 million views on YouTube alone, the campaign reached across multiple platforms thanks to an efficient cross-channel media spend.