• by Danielle Oster , Yesterday

Two years ago, Coco Gauff’s courtside homemade fruit salad at the U.S Open went viral. The moment sparked a brand ambassador relationship with Tropicana brand Naked Smoothie, ultimately resulting in the upcoming release of Coco’s Protein Pineapple Orange Smoothie.

“That is what originally inspired our partnership, and the flavors of her smoothie are also inspired by her fruit salad,” Tropicana Brands Group CMO Tina Lambert told Marketing Daily. “Coco is a lifelong fruit and smoothie lover and since being appointed Naked’s Chief Smoothie Officer last year, she has worked closely with the Naked team to collaborate on the development of her first signature Protein Pineapple Orange Smoothie, from ideating flavor profiles to taste testing and capturing content along the way.

“Coco loves pineapple, so that was our starting point, but we tasted different blends until we got it just right, and she had a hand in the label development, too,” Lambert added. “We chose a bold purple label as it’s her favorite color.”

Coco’s Protein Pineapple Orange Smoothie will roll out across retailers nationally next month. The Tropicana brand launched a multipronged marketing campaign — including an experiential activation giving audiences in New York City an early opportunity to taste the new beverage. Coco’s Corner Store pop-ups in New York City Aug. 21-22 will be offering the beverage from 11 a.m. to 7 p.m.

Lambert explained the activation is “inspired by NYC’s legendary bodega culture…We strategically timed it to be open to the public just before the US Open kicks off, since that is where Coco’s fruit salad originally went viral.”

The brand’s presence in the city during the U.S. Open will also include a large billboard at 7th Ave and 33rd Street.

The campaign also features a social media component, including a virtual Snapchat extension of Coco’s Corner Store.

“As a brand, we’re looking to engage a younger demographic,” Lambert said.

“Snapchat is having a resurgence among Gen-Z so we thought that creating a custom Snap lens that brings Coco’s Corner Store to life virtually would allow us to open the experience to fans who might not be able to see the real thing in NYC,” she added “and serve as another touchpoint to engage that audience, with the opportunity to enter for a chance to win prizes.”

The brand also partnered with grocery chain Albertson’s to hide bottles of the beverage across select locations through Sept. 14, ahead of its nationwide retail launch.

The debut of Coco’s Protein Pineapple Orange Smoothie arrives ahead of a larger revamp for Naked’s smoothie portfolio this fall, with more emphasis on “functional” ingredients like protein, fiber and vitamins, as well as a new design, and new flavors.

“Coco’s smoothie is the first taste of a bold new era for Naked,” Lambert said.

Packaging and promotional materials for the new release highlight the flavor’s 20 grams of plant-based protein, and six grams of fiber, as well as vitamins B6 and B12, and electrolytes from coconut water.

After announcing Gauff as Naked’s “Chief Smoothie Officer” in June of 2024, the tennis star appeared in a campaign for the brand this spring, alongside comedian Andrew Rousso as her “Smoothie Boy.”