Coconut water is starting to show its presence in the world of licensed products, although not as fast as perhaps might be expected, given the steep rise in its popularity on grocery store shelves over the past five years or so.
In 2014, Everlast licensed Cellulations LLC for a branded coconut water- and sea salt-fortified performance drink called Everlast Hydrate Elite. (Coconut water is marketed as a low-calorie, natural way to hydrate.)
Everlast was not the first property in this space; three years earlier, Jamba Juice, a pioneering licensor in this sector, debuted a retail line of drinks combining coconut water and fruit juice, which was available for a time through licensee O.N.E.
In some cases, coconut water (or a flavoring based on it) is used for its taste, rather than any health benefit. This was the case when Authentic Brands Group licensed Three Olives for an Elvis Presley-branded coconut water-flavored vodka in 2014. The product was inspired by Presley’s love of Hawaii.
Coconut water brands also have been known to participate in promotional partnerships, such as with sports properties. In July of this year, FAL Group’s Coco Joy brand added New York City Football Club to its roster of soccer team promotional partners, which also includes sister clubs Melbourne City FC and Manchester City FC.
The beverage has even served as inspiration for fashion design, at least in one instance, thanks to a collaboration between the coconut water brand Vita Coco and swimwear label L*Space by Monica Wise. A limited-edition bikini was sold exclusively on the label’s website this past spring.
The health and wellness movement and its impact on licensing is one of 70 trends discussed in RaugustReports Presents: 15 Licensing Super Trends for 2015 and Beyond. Click here for more information.
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