IF Coconut Water taps Sydney Marathon sign culture with 1000heads

IF Coconut Water has partnered with 1000heads on a brand activation around the 2026 Sydney Marathon.

The activation centred on the supporter signs used by spectators along the marathon course, with the brand using its “IF” name as the starting point for messages created by runners and supporters.

The campaign was delivered in partnership with Unofficial Run Club across marathon weekend.

Activation runs across marathon weekend

The partnership began on Friday, 28 August with a pre-marathon community run, where participants could receive IF Coconut Water, giveaways and create their own “IF…” supporter signs.

On Sunday, 30 August, IF Coconut Water operated a Cheer Zone along the marathon course, where spectators could bring their signs, support runners and receive the product.

The campaign was based on the existing practice of spectators creating signs with messages for runners, rather than introducing a new activity around the event.

IFBH Limited chief operating officer Vipada Kanchanasorn said: “The supporter signs are such an iconic part of marathon culture, and we saw a connection with the IF name. The Sydney Marathon brings everyone together through a shared sense of energy, encouragement and achievement, and we wanted IF to be part of that spirit. By turning our name into something the community could make their own, IF became more than a logo. It became part of the experience. That’s how we want our brand to show up: not just seen, but felt, shared and remembered.”

1000heads builds campaign around existing behaviour

1000heads said the campaign followed observations that “IF” was already appearing on signs along the marathon course.

1000heads client services director Michelle Braslin said: “We didn't invent this as 'IF' was already turning up on signs along the course before we got involved. That's the real insight here: the brand name was already part of the culture, we just had to be paying enough attention to see it, back it properly and own it.”

The activation used the IF Coconut Water name as the creative device across the supporter signs, with participants completing the “IF…” message themselves.