It comes as the giant coconut landed in London's Covent Garden this morning (31 July), surrounded by signage warning passers-by of falling coconuts. Vita Coco produced a similar stunt last Thursday (24 July) on London’s Southbank.
Brook told Event experiential activity like this stunt remains at the core of the brand's marketing strategy. "The interaction from consumers as part of the stunt has been amazing. To see a massive coconut in London is definitely a shock, but it gets people talking."
She added the brand is keeping future locations and dates under wraps as to where the giant fruit might appear next, but she confirmed consumers will see it in locations outside of London, as well as major European cities, during the summer.
The activation was organised by Vita Coco's in-house team, and consisted of a fenced off area, with the focal point being the giant coconut. A dedicated hashtag, #dangerfallingcoconuts, has been used on signage around the space to promote the activation. Brand ambassadors will also be handing out free samples of Vita Coco and Vita Coco Kids. Aden Hynes Sculpture Studios was tasked with creating the coconut sculpture.
The brand will also be visiting a number of family and sports festivals this summer, as Brook explained: "Vita Coco will be at Sportfest, Camp Bestival, Lollibop and Jamie Oliver's The Big Feastival. We also have a partnership with Human Race, so we will be at a number of their events this year."
The stunts form part of Vita Coco's Grab Nature by the Coconuts campaign, which launched in May with an out-of-home campaign in London and Manchester.
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