The objective:

Amplify, and drive footfall to, Vita Coco’s summer pop-up series across three regions.

The story:

Come and conquer the coconut tree for a chance to be crowned King or Queen.

How we did it:

Through a gamified experiential activity - a race up the coconut tree that paired drink with hydration and sports. The first challenger to take on the tree? Dame Kelly Holmes. Dame Holmes kick-started earned and influencer coverage with a photo story and presence at a London flagship event.


We generated over 100 media mentions, all with a regional focus, generating an OTS of 12.9 million. Over 4k people visited the sites and tried the product.