Vita Coco: Support NYC Bodegas by Interesting Development

Client: Vita Coco
Date: Jun 2020
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NYC-born beverage brand Vita Coco was originally planning to launch a campaign this year focusing on its Pressed coconut water line, until the pandemic changed the brand’s plans.

Vita Coco’s marketing team and creative agency, Interesting Development, decided instead to use their marketing efforts to support bodegas – a category of shops that has traditionally been a big source of sales for the brand, and a key part of NYC life that’s taken a big hit as the city became a center of the Covid-19 crisis.

Vita Coco is rolling out its “Love Letters to Bodegas” campaign with a combination of OOH ads, an online “Insta Bodega” shop, and a partnership with My Bodega Online to purchase hundreds of NYC’s famous BEC (bacon egg and cheese) sandwiches for healthcare workers at area hospitals

Credits

Brand

Jane Prior, CMO Vita Coco

Allison Finazzo, Sr. Brand Director, Vita Coco

Nick Kileen, Brand Manager, Vita Coco

Dani Labat, PR & Partnerships

Agency

Paul Caiozzo, CCO

Nathan Frank, Head of Brand Voice

Shannon Coletti, Group Brand Director

Johan Leandersson, Creative Director

Prit Patel, Sr. Copywriter

Kelsey Shang, Art Director

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