Vita Coco: Impossible to Hate by Interesting Development
- Location:
A lot of people hate coconut water. That’s why Vita Coco - a leading coconut water beverage brand - will introduce a new integrated campaign to support its new Pressed Coconut Water. It has the same nutritional benefits of Vita Coco but tastes, well, a little more like coconut.
And the folks at Vita Coco are so sure consumers will like Pressed Coconut Water, they’re going as far to say it’s 'Impossible to Hate.'
To put this bold claim to the test, creative agency Interesting Development developed an algorithm to identify some of the most difficult people to impress - the most negative reviewers on the Internet. These are some of the toughest critics on Yelp, TripAdvisor, Google and Amazon - people have begrudged one star to things like a teddy bear, likened the Grand Canyon to “a big dumb hole.”
The Impossible to Hate campaign kicks off with films for streaming TV and digital media (Hulu, YouTube, Amazon, Spotify Sessions) and paid social. Radio spots will play on iHeartMedia and Spotify, and OOH advertising will blanket New York City, Los Angeles, Chicago, San Francisco, Dallas, Denver and Boston throughout the summer.
Credits
Brand: Vita Coco
Jane Prior, Chief Marketing Officer
Allison Finazzo, Brand Director, Vita Coco
Brian Vieira, Brand Community Manager
Lane Rawlings, Community Coordinator
Daniella Labat, Brand Experience Manager
Agency: Interesting Development
Paul Caiozzo, Head of Creative
Nathan Frank, Head of Brand Voice
Tamera Geddes, CEO
Shannon Coletti, Group Account Director
Tom Haslow, Head of Strategy
Mai Huynh, Executive Producer
Sherri Hollander, Senior Producer
Johan Leandersson, Creative Director
Conor Dooley, Creative Director
Ira Oksman, Art Director
Prit Patel, Writer
Jonno Durant, Sr. Creative Producer
Technology Consultant: Superfriends
Post Production: Beast
Editor: Dan Maloney
Producer: Michael Beltrame
Executive producer: Melissa Lubin
Conform: Scott Bravo
Endcard Graphics: Christian Matts
Intro Graphics: Laundry