Coconut water brand Vita Coco caught the attention of Twitter users with an unusual and rather controversial move.
The story began when Tony Posnansky, an amateur MMA fighter and author of a HuffPost article titled "Coconut Water is Disgusting", took to Twitter to Vita Coco and stated that it would be better to drink the urine of representatives of the company on social networks than coconut water.
To which he immediately received an answer containing only one word - "Address?" and a photograph of a girl holding a jar filled with a yellowish liquid, which stands at the toilet door. The exchange of barbs quickly went viral on social media. Users were especially worried about the question of whether the jar in the photo really contains urine or is it just a joke.
It turned out that the response itself is part of the manufacturer's campaign aimed at interacting with coconut water haters who express their negative comments on Twitter. Many of the users who have spoken negatively about coconut water and mentioned Vita Coco over the past year have now received replies, although of course not all of these replies have received such publicity. The marketing campaign is timed to coincide with the launch of a new product, Vita Coco, which features the drink in that its taste will be similar to the taste of real coconut, and not traditional coconut water. The campaign to promote it is called "Impossible to hate."
Representatives of Vita Coco do not consider that they overstepped the bounds of what is permitted with their response, rather they regard the situation as being on the verge, but in general they call it a successful use of the moment and an excellent marketing ploy. And if earlier Vita Coco was not very active on Twitter, now everything should change, because the example of many companies shows that this channel of interaction with customers can be very effectively used to promote the brand.