Jessica Alba is coming back for year two of Zico’s “Crack Life Open” campaign. At the same time, competing coconut water brand Vita Coco is ditching celebrity ambassadors in favor of simplicity in its first global campaign, “Stupidly Simple.”

The new summer ads come as the coconut water category continues to expand beyond the confines of shelves at Whole Foods and into the mainstream. Both Vita Coco and Zico saw gains in sales in recent years, according to Euromonitor International. Vita Coco sales grew from $320 million in 2013 to $421 million in 2014. Zico sales increased from $86 million in 2013 to $115 million in 2014.

Each brand will boost ad support behind the new ads, according to company representatives. Zico spent a little more than $8 million on measured media in 2014, while Vita Coco spent more than $1 million in 2014, according to Kantar Media.