Taking on multinational pantry-staples with a locally-produced alternative
Kokonut Pacific Solomon Islands (KPSI) has spent over 20 years improving rural livelihoods through sustainable farming networks and producing coconut-based products. However, declining demand for virgin coconut oil and increasing market competition led KPSI to diversify it’s KOSI product line. Expanding into cocoa offered farmers crop resilience, income stability and continued empowerment for village farmers. Supported by the Australian Government’s initiative Strongim Business, Harvey was engaged for the third year to lead the marketing and launch of their new cocoa range to compete with the market leader Milo in the Solomon Islands domestic market.
The Brief
Develop a product range and marketing strategy for the locally grown and produced cocoa product range that competes with international brands. The goal was to bring to life a product line of drinking chocolate and cocoa locals love the taste of, with fewer ingredients and less sugar than competitors. All whilst continuing to support village livelihoods, create economic opportunities, and leverage KPSI's 20-year history as a trusted social enterprise.
The Solution
In 2022-2023 we conducted in-country research, packaging trials, and product testing to develop the cocoa product range and inform the marketing launch strategy. Bold and colourful packaging was designing and messaging was tailored to speak to the community in English and Pidgin. Then a multi-channel marketing strategy was defined and the campaign was rolled out across billboards, TV, in-flight magazine features, POS displays, events and social media.
The Impact
The launch coincided with KOSI’s 20th-anniversary launch event that attracted government, business, and international attention, positioning its cocoa range as a premium Solomon Islands product. The large-scale, multi-channel campaign set a new benchmark for local business success, showcasing economic transformation in action.
Drying cocoa  |  Photography by Geoff Bentley
Billboard mock-up promoting KOSI Drinking Chocolate, the key product in the range
Highlights
In-country market research
We conducted in-country market research in Honiara, working closely KOSI’s team and co-founder Colin Dyer to identify key trends driving the need to diversify into cocoa, such as declining demand for coconut oil and the need for crop diversity. Sarah arrived in the Solomons to lead the in-market testing of consumer interviews and product sampling, to gather insights on consumer preferences, packaging, and messaging. This collaborative research directly informed product formulations and marketing strategy, ensuring relevance to local audiences and alignment with community needs.
Marketing strategy and targetted messaging
With insights synthesised, we developed a marketing strategy designed to connect with Solomon Islanders. Messaging focused on three key pillars: a naturally healthier option (“just cacao and sugar” with less sugar than competitors), local pride (grown by communities on their ancestral lands), and social impact (supporting village livelihoods for over 20 years). The campaign came to life through a range of outcomes which included packaging, billboards, POS displays, TV ads, and a new website.
Design and roll-out
We explored multiple packaging iterations for KOSI’s new cacao range—including drinking chocolate, powder, butter, and nibs in sizes from single sachets to 15kg bulk boxes. Research showed that Solomon Islanders were drawn to bright, vibrant designs. We also incorporated simple illustrations of cocoa pods and powder to support accessibility and help all customers, including those with low literacy, easily identify the products. The final designs balanced shelf appeal with clarity.
Cocoa range launch
The launch of KOSI’s new cacao range coincided with its 20th anniversary, celebrating two decades of community impact. Attended by government officials, the Australian High Commission, business leaders, and farming partners, the event featured facility tours, tastings, and live demos. After three years of working together, Sarah was delighted to attend in-person, joining the celebrations. The launch drew global attention, featuring in local news, sampling aboard the national carrier Solomon Air as part of their in-flight beverage service.
POS Designs — shelf talkers, bucket vinyl stickers & posters
Pull up banner design at launch event  |  Image of cocoa farmer by Geoff Bentley  |  T-shirt design in collaboration with national supermarket retailer Bulk Shop
A unified look across every touchpoint
Having developed a new suite of elements for the cocoa range, we created a clear, cohesive visual brand toolkit covering the core KOSI brand and its two product lines. With some uncertainty among the local team around how and when to use colours and graphic elements, we supported through training and development of comprehensive brand guides. By defining the right moments for each visual suite, we helped the team build a brand that feels unified, confident, and easy to apply across every touchpoint.
Refresh KOSI website showcasing the new cocoa offering
The future of KOSI
This product launch was a pioneering strategic marketing in emerging markets. Their marketing industry is in its infancy, but KOSI is setting new standards for marketing excellence in the Solomon Islands. KOSI can look forward to emphasising their sustainable growth through the success of this launch and the potential for further expansion of the product range and a focus on both domestic and international markets.
