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17th January 2020

Business students enjoy talk by Giles Brook, CEO of Vita Coco

Oakham School’s Business Department welcomed Giles Brook, CEO of Vita Coco, the leading global Coconut Water business, for a fascinating talk on how to build a challenger brand.

Mr Brook has worked for iconic firms such as United Biscuits, Coca-Cola and Innocent Drinks. Giles has led Vita Coco in EMEA since inception and additionally was founding partner in Urban Fresh Foods, a business that created the BEAR and Urban fruit snacking brands, which was sold to the international family business, Lotus Bakeries four years ago.

Giles talked about marketing strategy and identifying opportunities through consumer trends as well as being clear on your target customer. He also pointed out the importance of the consumer journey including awareness, trial, engagement and loyalty

The students learned that both macro and micro influencers on social media platforms such as Instagram are now extremely effective with modern consumers.

Teacher of Business Mr David Taylor said of the talk, “This was a great opportunity for students who are considering setting up their own brand or studying Business at university to further develop their knowledge and interest around the subject.”

At Oakham Business is taught post-16 at A-level, BTEC and the International Baccalaureate. The courses aim to develop a critical understanding of organisations, the markets they serve and the process of adding value. Students take part in activities such as ‘The Trading Hour’ to also help demonstrate the subject.


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