Taking the stress out of Singapore by launching a new PINK coconut water!

The brief

Harmless Harvest, the leading premium coconut water brand in the U.S. and a favorite of athletes like LeBron James, wanted to extend its cult status to Singapore. The challenge was to launch the brand in a way that would not only drive awareness and trial of its new pink coconut water, but also resonate locally with Singaporeans. To stand out in a crowded beverage market, the campaign needed to go beyond product sampling but connect emotionally, playfully, and memorably with the stressors of urban life.

What we built

UNCANNY developed Live Harmless, a local platform designed to help Singaporeans feel better and embrace a more harmless way of living. For launch, we engineered the Stress-O-Meter, a custom-built experiential device that transformed a traditional arcade punching machine into an interactive stress-measuring installation.

Our team stripped down and modified the hardware, replacing the stock mechanics with custom pressure sensors, recalibrated load cells, and real-time feedback software to accurately measure and visualise each punch. The machine’s screen was reprogrammed to display stress scores instantly, paired with playful on-screen animations that dramatized the impact of each hit. The fabrication included reinforced casing for durability in high-traffic public spaces, bespoke vinyl wraps for branding, and an integrated dispensing system for goodie bags tailored to each participant’s “stress level.”

Results

Placed in Singapore’s bustling central business district, the Stress-O-Meter gave overworked office crowds a physical outlet to vent their frustrations and rewarding them with Harmless Harvest pink coconut water and treats designed to “take the stress out of Singapore.” The activation not only drove trial in a way that was tactile and memorable, but also embodied the brand’s promise to make life a little less harmful, one refreshing sip at a time.