THE BRIEF

When Raw C came to UMM, it arrived with a mob of coconut converts in tow; each as obsessed with the taste as they were with the added health benefits. But the brand yearned for more, to move beyond the devoted few and make coconut water a staple in every Aussie trolley (take that, milk).

THE STRATEGY 

UMM took on the challenge, shaping a tailored communications strategy that unlocked Raw C’s next stage of growth. By pivoting to a social-first approach, we reached younger audiences who had previously been outside the brand’s reach. While the category heavyweight leaned into aspirational fitness and hero positioning, we built something distinctly different; a brand identity and tone of voice with individuality, confidence and cultural edge. One that set Raw C apart from the sea of coconut water brands. 

We helped craft Raw C’s personality on the company itself: an Aussie-owned brand doing its bit to make healthy products everyone can love. Cheeky, vibrant, and unapologetically authentic, it’s not about topping the podium, just making everyday healthier choices that feel good and taste even better.

 

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A post shared by Natural Raw C (@naturalrawc)

@jordynhenley Don’t touch my @Raw C ♬ original sound – Jordyn Henley

We carried this across all touchpoints, producing content that felt unmistakably Raw C, fostering engaged social communities, collaborating with dynamic creators, and elevating founder Scott’s profile through tailored PR. We carried this through several product launches including their collaboration with Pistachio Papi, all crafted to propel the brand to the next level.

 

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@naturalrawc These are words to live by… 😩 We’ve got you, @jamiemarinos_. 🫶 #Rawsome #MAFS ♬ original sound – Married At First Sight

And it paid off, Raw C cracked the category wide open. The brand and category grew exponentially and we stayed close to the founder, keeping communications agile, proactive, and ahead of the curve. Each year we grew Raw C’s impact, more launches, more campaigns, more platforms, more retailers, all designed to grab attention, build an identity and cement Raw C as not just another player in the category, but a personality-filled innovator.

Pushing brands beyond. And blowing the competition out of the (coconut) water.

RESULTS 

• Business doubled in two years, on track for $100M in FY26. 
• The leading brand helping to grow coconut water household penetration hits 26%.
• 14,947,406 impressions.
• 408,415 engagements to date.

Wanna crack your brand wide open? Click here to get in touch with our team.