Healthy New Year's!

BRIEF

Vita Coco wanted a retail campaign that  supported shoppers as they seek healthier lifestyles in the new year.

STARTING POINT

Most resolutions fail because they are too ambitious. Vita Coco is a good habit that’s easy to form because it tastes great. Let it be your new year’s resolution.

THE WORLD’S MOST ACHIEVABLE RESOLUTION EVER

We built the campaign around the insight that it’s easier to form a good habit by starting small, and Vita Coco is healthy and delicious making it that easy first step that leads to other healthy choices.

GENZ CAMPAIGN TAKES PLAYFUL APPROACH TO PROMOTING HEALTHY LIFESTYLE

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. We built a lighthearted campaign message that positioned Vita Coco as the healthy activity that’s too easy to fail, and took our messaging to the shopping floor with an extensive range of eye-catching POS materials. 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 with a photoshoot that showed our GenZ audience ‘crushing’ their New Year’s goals.

MAKING IT TOO EASY TO FAIL

To really make sure no one fails, the 8-week social program also includes a sure fire way to crush your Vita Coco resolution: A custom coconut ordering button that instantly places a Vita Coco delivery order.  The easy ordering system is perfect for delivering Vita Coco to thirsty fans who can’t be bothered to leave the house.