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
Jane Prior, CMO Vita Coco
Allison Finazzo, Sr. Brand Director, Vita Coco
Nick Kileen, Brand Manager, Vita Coco
Dani Labat, PR & Partnerships
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