Raw C Coconut Water has named Bastion as its integrated agency partner after a competitive pitch, marking a significant move in the FMCG brand’s next journey of national growth.
The appointment sees the agency take on a broad remit across strategy, creative, media, and social, drawing on the agency’s full group capability.
The work will span brand strategy, social and media planning, media buying and integrated creative across brand, digital and social channels.
Raw C looks to accelerate brand momentum with Bastion
Samantha Hansen, Marketing Director at Raw C, said the brand’s first major campaign required a partner with depth and cultural understanding.
“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,” Hansen said.
“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.”
Bastion says cultural intelligence is key to the category
Anna Cherry, Managing Director, Media, said the pitch created space to show how Bastion approaches media in a fast-moving FMCG context.
“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,” Cherry said.
“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.”
A brand ready for its next chapter
Ben Hourahine, Chief Strategy Officer, DBX, said working with Raw C reflects the agency’s focus on partnering with ambitious, innovative brand-led businesses.
“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,” Hourahine said.
“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.”
Bastion continues expansion with new capabilities and acquisitions
The appointment comes as Bastion continues to scale across Australasia and internationally.
The independent agency has recently launched Bastion DBX and Bastion Media, completed the acquisitions of Daymark and Catch, and added senior roles across Wellington and the US.
The Raw C partnership is effective immediately, with strategic and channel planning already underway ahead of key retail moments in the year ahead.