Client: Vita Coco
Date: May 2019
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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.


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