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Challenge

Cocobella aimed to nourish emotional bonds in a cluttered market

Facing a crowded health and wellness market, Cocobella needed a fresh approach to emotionally re-engage their core demographic. Cocobella aimed to boost brand awareness and emotional connection in metro areas, reinforce their health, simplicity, and natural ingredients positioning, and test national scalability in a high-impact environment.

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Solution

Seamlessly blending in, Cocobella became an everday staple in the MAFS journey

We strategically embedded Cocobella’s coconut water and yogurt into the world of MAFS, positioning the brand as a lifestyle staple for health-conscious couples through natural, incidental integrations. By subtly placing Cocobella products in the participants' apartments, the brand became a seamless part of everyday moments that audiences love – morning routines, casual chats, and post-dinner party wind-downs.

This approach moved beyond traditional TV placements. It aimed to integrate Cocobella within the lived experience of the show, aligning the brand with wellness, balance, and simplicity – values that strongly resonate with their target demographic of women aged 25–54. The strategy leveraged the emotional connections viewers form with participants, allowing Cocobella to be a silent companion to their journey.

Execution

Leveraging the everyday living environment of the MAFS couples, the campaign made Cocobella a seamless part of the story, positioning it as a natural, healthy refreshment that fit effortlessly into the participants' lifestyles. The focus was on authentic, incidental moments that resonated with health-conscious viewers, showcasing Cocobella as a trusted companion in real-life, relatable scenarios.

Key in-show integration moments included multiple scenes capturing participants preparing for their day in their shared apartments. The camera featured close-ups of Cocobella coconut water and yogurt on kitchen benches and breakfast tables, with participants casually reaching for products as part of their morning routine.

ROLEofCHANNEL

Our multi-platform approach ensured Cocobella was present across every touchpoint of the Married at First Sight experience. In-show integrations created genuine narrative relevance, while a comprehensive suite of dynamic formats extended reach beyond the episodes.

This cross-channel strategy maximized visibility and reinforced Cocobella's brand messaging throughout the season. Each execution was designed to feel natural and engaging, keeping Cocobella top of mind and driving not just awareness but a deeper emotional connection with its target audience.

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Results

+55% Increase In Past Purchase

Past purchase among total viewers increased by 55% from the pre-wave, highlighting strong conversion following campaign exposure

+71% Uplift

71% of viewers agreed that Cocobella is naturally dairy-free indicating strong clarity and alignment with key campaign messaging

+15% consideration

Consideration rose by 15% from the pre-wave

Source: Gemba Brand Study 2025

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