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Vita Coco start marketing push—with Rihanna to help

Posted by on June, 6th 2012

Vita Coco are about to start following in the footsteps of Red Bull and Innocent in an attempt to become the latest thing in the drinks industry. Their coconut water already holds an impressive 96% share of the category with it being the biggest-selling brand of its kind in the UK, but they want to get even further with it. And they’re using Rihanna to help.

rihanna new vita coco ad campaign Vita Coco start marketing push—with Rihanna to help

 

The new campaign is set to propel the brand from its current cult status into full market infiltration, with wider marketing investment being provided to help grow the category overall. It was first launched in the UK in 2010 but has so far stayed at grass roots level (and has gained a loyal following in doing so), but the Rihanna-fronted campaign could soon change all that. With a combination of billboard sites, tube posters, digital, press and in-store activity they’re hoping to reach a wider audience than ever before, encouraging new customers to trial their products whilst increasing brand engagement with those who already buy their water. They’re hoping to have the same kind of intrigue (and resulting success) that Red Bull and Innocent did before them, catapulting them into the center of the drinks industry and ensuring they take pride of place in their category.

It’s hoped that the marketing campaign will boost Vita Coco’s revenues to more than £25m but they’re also anticipating that they’ll be able to help increase the value of the entire coconut water category to £100m by 2014, up from around £20m this year. It’s a big target but it could be one they’re able to reach, and despite the fact that the brand suffered from litigation in the US last year (for making misleading claims about the nutritional value of the water) their commitment to transparency combined with its huge growth means it could soon reach its potential. So, look out for Rihanna-fronted billboards and posters near you soon…

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