In pictures: Zico hosts Jessie Ware gig at The Gherkin

Coconut water brand Zico launched its latest campaign on Monday evening (17 June), which included an exclusive performance from singer Jessie Ware at the top of London landmark The Gherkin.

Jessie Ware performs at The Gherkin for Zico
Jessie Ware performs at The Gherkin for Zico

The campaign, called #TheEverydayActive, was launched to inspire consumers to carry out everyday healthy activities such as walking to work, to improve their overall health and fitness.

The gig was for VIPs only and was promoted via a high reach competition on radio station Kiss Fm, where listeners were offered a chance to attend. Tickets were also won through activity on the brand's Facebook page, which was publicised through an advert in the Metro.

The event was produced by the brand’s integrated marketing agency A Little Bird, and begun with drinks and canapés on the 39th floor of the venue so that guests could experience panoramic views of the capital.

Attendees were then taken up to the 40th floor – The Gherkin’s highest point – for a 30-minute intimate acoustic gig with Jessie and her band.

Ed Wood, founder of A Little Bird, said: "Monday evening’s #TheEverydayActive launch event spearheads an exciting year for Zico. The campaign provides a platform for us to talk to consumers on, and educate them about, how Zico can enhance their lives on a daily basis.

"Monday's event married an iconic London venue with a captivating performance by singer-songwriter Jessie Ware to produce an exclusive and unique consumer experience to get them talking about Zico."

Wood added that the company has seen positive results from the event: "Our social media channels are dialing up the event content, raising the profile of #TheEverydayActive, and we have some solid pieces of press appearing shortly.

"Working with talent such as Jessie has been a real pleasure. Her schedule epitomises the busy lifestyle that #TheEverydayActive celebrates."

Guests were also given free samples of Zico’s coconut water throughout the evening to take home.

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