Vita Coco Case Study

Dittoe Public Relations Leads Vita Coco to a 216% Increase in Media Placements in 2020

In 2020, Dittoe Public Relations was hired to manage PR for the world’s leading coconut water brand Vita Coco. Vita Coco’s ultimate goal for the partnership was to see a larger volume of quality media coverage for the brand.

Challenge

Vita Coco, which launched in 2004, is the leader in the coconut water category and a growing global brand. During the early years of the coconut water craze, the company earned consistent media coverage across national consumer, business and broadcast news, due in part to partnerships with celebrities like Rihanna, Madonna and Matthew McConaughey. As the company competed with new “better-for-you” beverages emerging in an already-saturated market, Vita Coco and the coconut water industry’s press coverage plateaued.

Vita Coco’s public relations partner fell short in helping the company achieve its media relations goals, and subsequently, reaching its target audiences.

Vita Coco needed a PR partner to re-energize the brand to not only encourage consumers to desire a taste of the tropics, but also to show that the category was relevant and growing. Vita Coco needed help asserting its position in the market, reinforcing its mission and growth trajectory, and communicating its competitive differentiation and advantages.

Solution

Vita Coco first partnered with Dittoe Public Relations in 2019 to help launch and build brand awareness for its new sustainable water line, Ever & Ever. After a summer-long partnership and a successful launch of Ever & Ever, Dittoe PR was brought on to lead PR for Vita Coco, Ever & Ever and The Vita Coco Company’s portfolio of beverage brands.

The Dittoe PR team implements customized media relations strategies to secure Vita Coco consumer, business and trade PR.

Every year, Vita Coco releases new products or product line extensions that generate media coverage in top food and beverage media. To date, Dittoe PR has helped launch nearly 10 new product announcements for the company. But generating a high volume of consistent and impactful media coverage in publications beyond industry magazines requires more than just product pitching.

To identify creative and unconventional media opportunities for Vita Coco, Dittoe PR immerses itself in cultural trends and current events. From a trending TikTok to a generational movement or Netflix’s latest release, Dittoe PR closely studies pop culture topics alongside the Vita Coco team. This tactic has led to secured media hits for Vita Coco in stories ranging from a roundup of Coronavirus quarantine cure kits to trending TikTok recipes.

In addition to product coverage and newsjacking, celebrity endorsements and partnerships drive celebrity and entertainment media coverage for Vita Coco. Dittoe PR leverages Vita Coco’s partners who are authentic fans of the brand and can speak to press genuinely about the benefits of drinking the world’s most popular coconut water. Furthermore, when a Vita Coco partner participates in a mainstream event, like attending the Coachella Festival or running the New York City Marathon, Dittoe PR capitalizes on the opportunity for earned media placements with entertainment and celebrity beat writers.

With no shortage of fun, irreverent and standout PR stunts, Dittoe PR is also able to target advertising and marketing-focused media for Vita Coco. These national publications dive into the creativity behind the brand and its campaigns.

Trends

To identify creative and unconventional media opportunities for Vita Coco, Dittoe PR immerses itself in cultural trends and current events.

Targeting

Dittoe PR targets advertising and marketing-focused media for Vita Coco.

Endorsements

Dittoe PR leverages celebrity endorsements and partnerships to drive media coverage for Vita Coco.

Ever & Ever Results

The Ever & Ever press narrative around sustainable water choices catapulted a global trend, catching the attention of beverage giants Coca-Cola and PepsiCo, who soon after announced plans to shift their water brands Dasani and Aquafina from plastic water bottles to aluminum cans. Dittoe PR secured top coverage in priority outlets, such as EATER, TechCruch, ELLE and Fast Company.

Vita Coco Results

During a time it needed it most, Vita Coco has credited Dittoe PR for reinvigorating the brand and coconut water category press. Dittoe PR’s results after year one of working with Vita Coco included an increase of 216% in media placements and a 137% increase in media impressions.

Vita Coco Results

During a time it needed it most, Vita Coco has credited Dittoe PR for reinvigorating the brand and coconut water category press. Dittoe PR’s results after year one of working with Vita Coco included an increase of 216% in media placements and a 137% increase in media impressions.

To reinforce the news that the coconut water category and the Vita Coco business are thriving, Dittoe PR sought out stories to elevate the profile of Co-Founder and the health of the business, resulting in:

  • An NPR “How I Built This” podcast interview.
  • A full feature in Inc. Magazine’s print issue, including a cover mention and online story.
  • A cover spot in a Newsweek print issue about the top businesses that gave back during the pandemic.
  • Two pieces of print coverage in The Wall Street Journal, including front-page placement.
  • Multiple stories in Forbes, CNN and more.

National consumer stories have highlighted Vita Coco as functional and delicious and amplified the brand’s cool-kid credibility. Consumer coverage includes publications such as Elite Daily, Delish, PEOPLE and more.

Dittoe PR has continued to successfully secure multiple pieces of national print coverage, including:

  • Inc.
  • Newsweek.
  • USA Today.
  • Food Network Magazine.
  • PEOPLE.

Over 15 years following Vita Coco’s founding, Dittoe PR has worked with Vita Coco to rejuvenate the brand and amplify the founder’s success story to help drive brand awareness and sales.

“They are the most hard working, results-driven PR team I have ever worked with.”

Jane Prior
VITA COCO

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