Vita Coco is apparently so desperate for attention that it is linking its product to urine. Really.
The coconut water brand today launched a campaign called “Impossible to Hate” that touts a new variety positioned as tasting more like coconuts than other brands. The push, as documented earlier today in Ad Age’s Marketer’s Brief column, involves videos featuring regular people known for giving negative reviews of products on sites like Yelp, Amazon and TripAdvisor. In the campaign, created by the agency Interesting Development, the people give understated endorsements of the new variety, called Pressed Coconut Water.
Then things got weird.
Tony Posnanski, a self-identified “amateur MMA fighter” with a verified Twitter account, tweeted a negative review of the product.
Vita Coco tweeted back at him, encouraging him to try its variety. He responded that “I would rather drink your social media persons piss than coconut water.” [sic]
The brand, amazingly, took the bait, tweeting him a picture of a woman holding what appears to be a jar of urine in a container labeled Vita Coco.
Not only that, but Vita Coco pinned the tweet, for all the world to see.
Ad Age reached out to a brand spokeswoman for an explanation, who in an email responded that “simply put, Tony dared to hate—without actually trying Pressed.”
Was it all a stunt? We asked the spokeswoman if Posnanski was paid. She replied, “No, completely organic.”
[from http://bit.ly/2VwvxLm]
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