Coconut water serves as respite from questionable health food fads in Harmless Harvest's first work from Madwell
Spot set in a sketchy bodega is set to a stirring cover of 'Suspicious Minds'
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“Healthy” and “natural” products have been inundating store shelves in recent years, touting sometimes dubious claims to wellness, balance and social consciousness. Confused customers wander narrow aisles, wondering if a CBD or MCT infusion is worth the extra cost of this BPA-free can of cold brew.
To distance itself from other popular health trends, Harmless Harvest coconut water lampoons the landslide of “wholesome” marketing gimmicks in a new spot by Brooklyn agency Madwell, which was named AOR for the brand last month.
Flyers for cryptocurrency, acai bowls and dating apps cover the windows of a sketchy bodega. Inside, a woman browses the shelves, wary of labels proclaiming “artisanal ice” and “probiotic seltzer.” Some of the faux products hit a little close to home. Healing crystal water is an actual thing, and can CBD deli meat be far off?
Her one respite in this aisle of misfit LaCroix is the bright pink case of coconut water, a discovery backed by a haunting new rendition of Mark James' “Suspicious Minds,” the tune made famous by Elvis Presley in 1969. Singer-songwriter Sharon Van Etten is behind the new cover, which she created specifically for the campaign.
The spot is directed by Adam Levite and is running in digital and social placements, along with radio and display executions.
