Creative Director
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Vita Coco: Hydration Comes Naturally

Hydration Comes Naturally

I had the opportunity to lead Vita Coco's first-ever broadcast spot this spring.

Having worked with the brand for two years now, it was a big moment for me. But it was a big moment for them, too. See, Vita Coco has an absolute stranglehold on the coconut water market, and they make hundreds of millions of dollars a year off this business alone. But their brand awareness scores are low outside major metropolitan areas, meaning there's an obvious growth opportunity if they can raise their profile in suburban communities.

Introducing a brand character for the people: the Vita Coco Plant Manager, played by America's sweetheart, Chrissy Teigen.

Earning millions of views online and hundreds of millions of impressions on television, this foray into broadcast produced immediate results.

The day after the broadcast premiere during an episode of NBC's The Voice (which coincided with multiple profiles by major tabloids), Vita Coco's sales team had their highest volume sales day in the history of the company.

the team

ecd - chris sojka

lead creatives - tony ciampa, frank kortyka

designer - matt reuter

agency - madwell