Bill Lange, vice president of marketing for Zico, is overseeing the coconut water brand's first national campaign, which features the tagline "Put a little oomph in it." Coca-Cola bought a majority stake in Zico this past year and took it nationwide in February. "For us, it's always been about the credibility of coconut water as recovery, and restoration has really been our focus. But you can't just be boring and about sports all the time, because we know the people that are exercising are also going to concerts, going out at night and doing other things in their lives," Lange says.

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