Brief:
Xoca developed the first soda of its kind, one that’s derived from the cacao fruit and is equally healthy and sustainable. This campaign targeted the environmentally-minded consumer and aimed to raise awareness of the brand’s role in preserving Ecuador’s biodiversity.
Strategy + Execution:
As awareness regarding food waste, crop scarcity, and ethical manufacturing grew, sustainable sourcing and production emerged as a primary concern for consumers. When I joined Xoca as their e-commerce manager, the brand was still in its first year of operation. This meant that I had a great opportunity to educate our audience on the brand’s values and the products’ origins.
Through social media promo, community events at food co-ops, and activations at environmental education center The Plant Chicago, I was able to emphasize Xoca’s commitment to minimizing food waste. The cacao plant is misunderstood outside of South America, and knowledge beyond chocolate and coffee production is limited. With each customer touchpoint, physical or digital, I introduced the key ingredient of the popular drink, the cacao fruit.
I showcased Xoca’s close partnerships with local farmers in Ecuador and illustrated how the farm-to-can approach supports a circular economy. When cacao fruit is left to ferment in the heat, it damages the soil. Bottling up the fruit in a sparkling prebiotic drink is healthy and tasty, but also environmentally restorative. By educating our audience on the brand’s origins, I aimed to empower consumers to purchase from Xoca and support sustainability and conservation initiatives.
Results:
By raising awareness of the Earth’s limited natural resources and proposing Xoca as one solution to reducing waste, I reinforced Xoca as an authentic and transparent brand. With the help of social media, I drove quality organic traffic to the website, increasing conversions by 30%.