How Vita Coco seeded a coconut-water brand

This event report charts the rise to prominence of Vita Coco, a coconut-water drink that was launched in 2004 and helped create a new category.

How Vita Coco seeded a coconut-water brand

Geoffrey PrecourtWarc

Sometimes a brand just gets lucky. Boston was the right kind of market for Vita Coco, the new coconut-water drink. And summer was the right season.

"We knew there was a place in this community," recalled Jane Prior, Vita Coco's evp/global brand strategy and development. "But, much like every other community that we tried to break into, we had no money. We had limited resources. We didn't want to hire an agency or a sports agent to get us there, so we had to figure out how to do it...

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