One Beverage Worked to Build a Brand That’s Not ‘Dirty Sock Water’

I'm With the Brand goes inside Vita Coco

Vita Coco CMO Jane Prior talks with I'm With the Brand.
VIdeo: Nick Gardner, Breana Mallamaci; Editor: Josh Rios

What do you do when people think your healthy beverage tastes like “dirty sock water?” That was the challenge Jane Prior had when trying to market Vita Coco to the masses—a $400 million category. One key to the success of the brand, which sold about $185 million of its coconut water within the past year, was a collaboration with Rihanna. In this edition of I’m With the Brand, Prior shares marketing insights.

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