When one of the largest Brazilian coconut product companies names you U.S. Agency of Record, you say “Obrigado,” or “Thank You!”, in Portuguese. Then you get to work. Because Obrigado was entering one of the most crowded categories in the country — coconut water — dominated by entries from Coca-Cola and Pepsi, and littered with specious health and purity claims. But Obrigado’s the real deal. It’s extracted from coconuts and bottled completely anaerobically, meaning the first time it encounters air or the outside world is when you open your bottle. Our work touched every aspect the new brand, from messaging and positioning, to packaging and point of sale, website and e-commerce, advertising and PR, social media and ambassador management, and trade shows and sales support. All inspired by the color and creativity of the Bahian culture.