EL SEGUNDO, CA: Coca-Cola's Zico Coconut Water has issued an RFP for a PR agency in the US shortly after hiring former Ogilvy Public Relations director Amy Driscoll to serve as the brand's communications leader.
Driscoll, who started in the newly created role on February 3, said she is hoping to bring on a PR agency partner in the next month, but she is “cognizant that it takes time to pull together a thoughtful response.” Driscoll also said she wants interested firms to meet the Zico brand team.
Catalyst previously worked on the account, and the firm has been invited to re-pitch for the business, she added.
Representatives from Catalyst declined to comment on the topic.
At the end of last year, Coca-Cola, which bought a minority stake in Zico about three years ago, fully acquired the brand, bringing it into its beverages portfolio.
While Zico, which is the official coconut water of the Olympic Games, is sold around the world, its focus is on the US, Driscoll explained. She added that the brand has no marketing or PR counterparts in other countries.
In the US, Zico worked with Butler, Shine, Stern, & Partners on advertising and NiCE on visual identity.
Driscoll, who most recently served as a director at Ogilvy for more than two years, is reporting to Zico marketing director Meghann Seidner.
“My goal for communications is to differentiate Zico in the category by helping to define its voice,” said Driscoll. “I think the brand humanization trend is critical.”
She added that because Zico is part of the popular coconut water category, it needs “to be relevant and real to build an army of Zico brand loyalists.”
In addition to its involvement with the Olympics, specifically working with skier Julia Mancuso, Zico is sponsoring MADE Fashion Week at Milk Studios in New York this week. Mancuso won a bronze medal in the Women's Super Combined Downhill on Monday.
Prior to her most recent stint at Ogilvy, Driscoll spent about a year at Weber Shandwick as an account supervisor. Before that, she worked at Ogilvy for about three and a half years across various practice groups.