vita coco pressed

In this social-first experiential campaign for Vita Coco, we tapped into the post-pandemic desire for adventure by offering one lucky person the chance to live life on the open road in a nostalgically revamped 1990s Hymer motorhome.

Challenge

Vita Coco aimed to raise awareness of their new Pressed range and its ‘taste that’s truly impossible to hate’ message. With their prime audience—lunch breakers—still working from home, they needed a solution. Recognising that people were craving adventure and experiences more than ever, how could we help them meet this demand?

Insight & Strategy

Inspired by the TikTok trends #vanlife and #workfromanywhere, the idea tapped into the rising trend of digital nomad working to offer an experience impossible for health and wellbeing-conscious Vita Coco consumers to ignore.

Solution

We created the ultimate work-from-anywhere vehicle: a pimped-out, retro Hymer motorhome, offering superfast Wi-Fi, a luxurious double bed, a fully-equipped kitchen, a bathroom, a projector screen, surfboards, a hammock, and a fridge full of Pressed. We then invited consumers to make a short video describing how they’d use it to make their job impossible to hate. Top influencers and social media activity helped drive competition entries, complemented by OOH and social campaigns throughout the summer, reinforcing the product messaging and taste credentials.

Impact

Thanks to our agency partners, the campaign gained national coverage from Metro to Daily Express, while YouGov's brand index recorded the brand’s highest-ever buzz figure. More importantly, this contributed to a 21% uplift, bringing Vita Coco Pressed back to pre-pandemic forecast levels. The work went on to be shortlisted for the Campaign Media Awards.

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