The objective:

Drive awareness and create a trend for Vita Coco’s brand new innovation: Coconut Oil.

The story:

Eat it, Wear it, Swear by it - the new, multi-use, must-have product.

How we did it:

We teamed up with the, then, rising stars and foodie sister-duo of the moment, Hemsley + Hemsley, to launch the product and show its versatility. The sisters promoted the product through media events, influencer seeding, recipes, and press masterclass events.

Results:

3 months after launch, in a major retailer, the new Oil SKU started outselling their leading Water SKU, surpassing all previous expectations.