Did you know 80% of people fail their New Year’s resolutions in the first month?

That’s crazy.

We think it’s because they’re picking the wrong resolution. Think about it, going to the gym is exhausting, bacon goes with everything, and getting 8 hours of sleep a night means missing out on a lot of fun stuff.

The trick is to pick a resolution that’s too easy to fail.

In our new retail and social campaign for Vita Coco, we’re introducing the World’s Most Achievable Resolution: drinking Vita Coco. It’s an easy, healthy choice that tastes delicious, which makes drinking Vita Coco the World’s Most Achievable Resolution ever.

You don’t need expensive running shoes to crush your New Year’s resolution.

The campaign, aimed at our GenZ audience, takes a playful approach to promote a healthy lifestyle. We even got to work with one of our favorite photographers, Robbie Augspurger, to help bring our tongue-in-cheek messaging to life on social.