Zico Beverages, makers of Zico Natural Coconut Water, recently
put a first grader in charge of the company for 48 hours.
The point?
Well, the 7-minute video (below) of the business exploits of Estella — the six-year-old who was
appointed CCEO (child CEO) as a temporary substitute for president Tom Larsen — is certainly amusing.
The little girl shows no sign of being hesitant or intimidated by her new
role. On the contrary, she confidently institutes recess, prescribes a mandatory nap, agrees to giving a pregnant employee a full year of maternity leave, turns a conference room into a ball
pit, and rides a pony around the office. (The last two scenarios seem a tad staged. The horse, predictably, takes a bathroom break on camera.)
As for the purpose, the video is part of
the brand’s “Help Your Self” campaign from Anomaly, which aims to persuade people to think differently about holistic wellness. The child CEO scenario was a fun, attention-getting
way to spotlight the notion of being open to change.
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“We know holistic wellness can oftentimes feel overwhelming and unachievable, but as a brand we’re committed to shifting
perception to motivate positive change,” explained Zico Vice President of Marketing Meghann Seidner. “We believe small changes can propel us to thrive in today’s world, and it can be
simpler than one may think.” Specifically, the small change of adding Zico Coconut Water to one’s daily routine.
The surprising work scenario also served to make employees think
about the importance and benefits of change, according to the company.
The attention-getting video, posted on Instagram as well as YouTube, has collectively drawn about 4,000 views since
June 20.
Other campaign components include digital and social campaigns and out-of-home events in key U.S. markets.
Launched in 2004
by Mark Rampolla, Zico Beverages was acquired in 2013 by the Coca-Cola Company, which began investing in the start-up in 2009.