ZICO teams with Jessica Alba for summer campaign

EL SEGUNDO, Calif. — The company behind ZICO Coconut Water has joined forces with actress Jessica Alba to promote its summer campaign. The Crack Life Open campaign is meant to encourage consumers to “flourish from the inside out,” as the campaign’s tagline goes. The tagline appears on ads with Alba alongside floral illustrations by artist Adam Larson. 

 

“Life is full of compromises, but we think your body shouldn’t be one of them,” ZICO’s chief marketing officer Lorna Peters said. “The reality is, you can't Crack Life Open if your needs consistently fall to the bottom of your to-do list. The goal of our 2015 campaign is to make people pause and think about the ripple effect of our actions — and how prioritizing everyday personal growth lets us flourish from the inside out and get the most from life.”

 

Alba, whose 2013 book “The Honest Life” was a New York Times bestseller, is also the founder of the Honest Company, which sells eco-friendly and responsibly made products for families. 

 

“In our 24/7 society, I’m a firm believer in focusing on what you can control and what brings the most meaning and personal satisfaction to your life,” Alba said. “There’s no one-size-fits-all definition for what it means to Crack Life Open, but to me, flourishing starts with being aware of the choices I make every day — including what I put in my body — which allows me to think differently, push boundaries and practice gratitude.”