NYC-born beverage brand Vita Coco was originally planning to launch a campaign this spring focusing on its Pressed coconut water line, until the pandemic changed the brand's plans. Together, Vita Coco's marketing team and creative agency, Interesting Development, decided instead to use their media buy to support bodegas - a category of shops that has traditionally been a big source of sales for the brand, and a key part of NYC life that's taken a big hit as the city's become a center of the Covid-19 crisis.
Agency: Interesting Development, New York
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