Raw C Coconut Water, one of Australia’s fastest growing and most culturally resonant FMCG brands, has appointed Bastion as its integrated agency partner after a highly contested pitch process. The appointment marks a significant step in Raw C’s ambition to accelerate national growth and deepen its influence across retail culture and digital environments.
Drawing on the breadth of the wider Bastion group to deliver end to end capability across strategy, creative, media and social, the remit encompasses brand, social and media strategy, media planning and buying and integrated creative across brand, digital and social channels.
Commenting on the partnership, Samantha Hansen, Marketing Director at Raw C, said “We’re genuinely excited to be partnering with the team at Bastion on our first major brand campaign. Their strategic smarts and track record of creating work that deeply connects really stood out, but what sealed it was a passion for building differentiated brands that matches our own. We were looking for a partner who could deliver a breadth of capability under one roof to support us into our next growth chapter, and Bastion proved to be just that fit.”
“A pitch of this calibre creates an opportunity to demonstrate how modern media grounded in cultural intelligence rigorous strategy and specialist channel craft can drive real commercial outcomes.” Commented Anna Cherry, Managing Director, Media. “At Bastion we view media not as inventory but as a platform for ideas, innovation and impact. In a category experiencing exceptional momentum that philosophy becomes a true differentiator. We are energised to partner with a brand that shares our pace, ambition and commitment to work that moves markets.”
Ben Hourahine, Chief Strategy Officer, DBX, added “Our ambition is to partner with Australia’s most innovative brand led businesses, so it doesn’t come any better than working with Sam, Scott and the Raw C team. Raw C has seen incredible growth since Scott helped pioneer the coconut water category in Australia many years ago and it is an absolute privilege to be tasked with helping them go to the next level. We’ve landed on a cracking cultural insight which has fuelled the brand strategy, and we can’t wait to bring it to market”.
As Australasia’s largest independent marketing and communications agency Bastion puts brands organisations and people in a position of strength. The agency combines the scale and capability of a global network with the agility and entrepreneurial drive of an independent. Recent milestones including the launch of Bastion DBX and Bastion Media, the acquisitions of Daymark and Catch and senior appointments across Wellington and the US further underscore Bastion’s commitment to global growth, innovation and category leadership.
The partnership takes effect immediately with strategic and channel planning already underway ahead of key retail moments in the calendar.
