The activity marks the first time the brand has used a celebrity ambassador, with the creative aiming to inspire people to carry out everyday healthy activities such as walking to work, in order to improve their fitness.
Ware will launch the campaign with a live VIP gig tonight at the top of the Gherkin building in
The increased investment in Zico comes as Coca-Cola seeks to compete against market leader Vita Coco, which has used Rihanna in its advertising, with the drinks industry turning to coconut water as sales of fizzy drinks flatten out.
Social media activity will support Zico’s campaign, which will celebrate people’s achievements by offering tips and rewards via Twitter and Facebook.
Tony Parente, new ventures entrepreneur at Zico Coconut Water, said: "It was important for us to find someone young, vibrant and energetic to serve as a role model of health and wellbeing and Jessie reflects this perfectly."
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