Vita Coco
Celebrating nature's way to fuel Ramadan
Background
With around four million Muslims observing Ramadan in the UK, the holy month represents a significant cultural moment – yet one that brands often approach through a narrow, overly traditional lens.
For Vita Coco, a brand rooted in natural hydration and performance, this presented an opportunity to reframe the conversation. Ramadan today is not experienced in isolation from modern life; it’s lived at full pace, alongside work, training, social commitments and everyday movement.
Our challenge was to create a campaign that reflected this reality – positioning Vita Coco as a credible, functional part of how people fuel and sustain themselves throughout the month.
How we got there
We began with a simple but powerful insight: Ramadan demands the same qualities we associate with sport – endurance, discipline and mental resilience.
Rather than leaning into familiar Ramadan narratives of stillness or symbolism, we saw an opportunity to connect fasting with athleticism and performance - something rarely ever depicted in advertising. This became the foundation of our creative strategy: Fuel The Fast.
A platform designed to capture the British Muslim population Ramadan as it is truly lived – dynamic, demanding and in motion.
We focused on moments where fasting intersects with physical exertion and daily momentum: finishing a workout, moving between commitments, or breaking fast on the go. These are the real, often overlooked experiences of modern Ramadan in Britain.
Defining our positioning
Fuel The Fast positions Vita Coco as a natural partner to endurance.
Not as a centrepiece of celebration, but as a simple, credible support system for those maintaining performance while fasting.
By aligning the brand with sport and fitness, we reframed hydration as functional and purposeful – something that supports recovery, sustains energy and fits seamlessly into active routines.
This positioning plays a critical role in supporting Vita Coco’s broader ambition: to break more meaningfully into the sports and fitness space, and to be considered a go-to post-workout drink.
Creative approach
Running across social, digital and out-of-home, the campaign captured high-energy, real-life moments shaped by Ramadan routines.
We developed a series of bold, insight-led headlines that brought these moments to life: Break your fast, not your form, Iftar mid-anything, Sunset mid-set.
Each line reflects a truth: that Iftar doesn’t always happen around a table – it happens wherever life happens.
Visually, we placed Vita Coco within scenes of movement and exertion – from boxing and football to running and training – reinforcing the link between fasting and performance.
Sport acted not just as a setting, but as a metaphor for the discipline and resilience required throughout the month.
Brand strategy
We developed the Fuel The Fast platform as a long-term strategic territory, designed to move Vita Coco beyond the expected into a more performance-led space.
Grounded in behavioural insight and cultural understanding, the strategy connects fasting with endurance – repositioning hydration as an enabler of performance. In doing so, it supports Vita Coco’s ambition to build stronger relevance within sport and fitness culture, and to be increasingly seen as a credible post-workout choice.
Creative and campaign development
From platform to execution, we created a distinctive campaign that breaks away from category conventions.
By focusing on movement, energy and real-life Ramadan experiences, we developed a creative system that feels immediate, modern and culturally true. From headline writing to visual direction, every element was designed to reinforce the idea of performance under pressure.
OOH and social launch
We rolled out the campaign across a targeted mix of out-of-home and social channels, ensuring high visibility at key moments throughout Ramadan.
OOH placements around London and Birmingham were designed to capture people on the move – mirroring the campaign’s core idea of momentum – while social content brought the platform to life through dynamic, relatable scenarios.
Together, the channel mix allowed us to meet audiences where they are: in transit, mid-routine and living Ramadan in real time.
Impact
Fuel The Fast successfully challenged the conventions of Ramadan advertising, offering a fresh and culturally relevant perspective that resonated with modern British Muslims.
As a result, Vita Coco saw sales up by 32% YOY across the UK.
By shifting the narrative from symbolism to stamina, the campaign successfully positioned Vita Coco as a credible hydration choice during Ramadan, strengthened its association with performance, endurance and recovery and effectively supported its entry into the sports and fitness conversation.
Most importantly, it reflected the lived reality of a diverse, active audience often overlooked in traditional campaigns, demonstrating how brands can show up during culturally significant moments with authenticity by understanding not just what people celebrate, but how they actually live.