Raw C Coconut Water, one of Australia’s fastest-growing and most culturally resonant FMCG brands, has appointed Bastion as its integrated agency partner following a highly contested pitch process. The partnership marks a major step in Raw C’s ambition to expand national presence and strengthen its influence across retail culture and digital ecosystems.
Leveraging the full capabilities of the Bastion group—including strategy, creative, media, and social—the remit covers brand strategy, social and media strategy, media planning and buying, and integrated creative across brand, digital, and social channels.
Samantha Hansen, Marketing Director at Raw C, shared:
“We’re genuinely excited to be partnering with the team at Bastion on our first major brand campaign. Their strategic smarts and their 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 needed a partner who could offer end-to-end capability under one roof, and Bastion proved to be exactly that.”
Anna Cherry, Managing Director, Media at Bastion, commented:
“A pitch of this calibre is an opportunity to demonstrate how modern media—grounded in cultural intelligence, rigorous strategy, and specialist channel craft—can drive real commercial outcomes. At Bastion, we see media not as inventory but as a platform for ideas, innovation, and impact. In a fast-moving category like this, that philosophy becomes a true differentiator. We’re energised to partner with a brand that shares our pace, ambition and appetite for work that moves markets.”
Ben Hourahine, Chief Strategy Officer at DBX, added:
“Our ambition is to partner with Australia’s most innovative, brand-led businesses, so working with Sam, Scott and the Raw C team is an incredible opportunity. Raw C has seen remarkable growth since Scott helped pioneer the coconut water category in Australia, and it’s an honour to help take the brand to the next level. We’ve uncovered a powerful cultural insight that is driving the brand strategy—now we can’t wait to bring it to market.”
As Australasia’s largest independent marketing and communications agency, Bastion combines the scale of a global network with the agility and entrepreneurial spirit 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 U.S.—reinforce the agency’s commitment to global innovation and category leadership.
The partnership is effective immediately, with strategic and channel planning already underway ahead of key retail moments in the yearly calendar.
