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. Vita Coco launched in 2004, and throughout the early years of the coconut water craze, you could find the brand in the latest national consumer, business and broadcast news stories. That momentum had since dwindled, so Dittoe PR was tasked with surpassing the media hits the brand received in 2019 and bringing awareness to its relevance in the beverage aisle.
In addition to consumer media, Vita Coco wanted more national business hits for its CEO and Co-Founder Michael Kirban. Kirban is known in the beverage world for bringing coconut water to the U.S. and competing with giants like Coke and Pepsi while remaining an independent brand. Just like the Vita Coco product, Kirban had seen a decline in media coverage of his entrepreneurial journey and business expertise in recent years.