Vita Coco Brings Hangover Help to Super Bowl Fans and Year-Round Partiers

A curated storefront and subscription box are among the brand's judgement-free remedies

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Vita Coco, no stranger to stunt marketing, will wade into Super Bowl waters with a trio of promotions meant to simplify life for the hard-partying football crowd.

The coconut water brand, like others with no official link to the Big Game, aims to take advantage of the hoopla surrounding the event without ponying up the major media dollars required for an in-game ad or NFL sponsorship.

Its programs—which will give consumers Lyft discounts and deliver hydration and comfort food to their doors the day after the Super Bowl and beyond—are intended to reach new buyers and further endear the brand to its loyalists.

“I think almost everyone who watches football wishes the day after the Big Game were a national holiday,” Jane Prior, CMO of The Vita Coco Company, told Adweek.

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