We Talked to the Coconut Water Brand That Offered to Send a Jar of Piss to a Hater

It's part of Vita Coco's campaign to win over the internet's most negative people

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Watch out, weird brand Twitter, a new player has entered the game.

Vita Coco, an independent coconut water brand, took social media clapbacks to a new level today when the company offered to send a Twitter critic a jar of a social media staffer’s urine. Mildly disturbing and gleefully unapologetic, the power move instantly became an iconic moment in modern marketing.

We talked to the brand chief behind the company and today’s bizarre tussle, but before we get to that, let’s go back through exactly what happened.

Today, the brand launched a new campaign called “Impossible to Hate,” developed by agency



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