Harmless Harvest has a unique problem in the marketplace. They’re just too… good. Coconut water is supposed to come with a weird aftertaste. Harmless Harvest doesn’t. The liquid’s supposed to be drawn from shady business practices that undercut farmers. Not Harmless Harvest. Plus, it’s pink. Why is it pink?

People have a right–nay, an obligation–to be suspicious. Harmless Harvest actually agrees. Because… 

Skepticism is healthy. So is Harmless Harvest.

We leaned into the truth about the brand by telling people they have every right to be suspicious. With countless products offering wild overpromises and unnerving benefits, it’s radical to be a product that’s just… Good. Suspiciously good.

For our hero video, we partnered with famed indie singer-songwriter Sharon Van Etten on a moody cover of Elvis’s “Suspicious Minds,” which played as our hero walked warily through a bodega full of unnerving products with sketchy overpromises.

That is, until she finds Harmless Harvest coconut water.