This year, the BevNET Best of Award for Best Marketing Campaign goes to Vita Coco.
Vita Coco's "Hydrate Naturally" campaign is simple and easy to understand, but it's also a powerful and succinct way to state the benefit of the product.
In core markets they canvassed both Los Angeles and New York with ads featuring crossover superstar Rihanna, while in Boston and New York they also utilized sports icons in Alex Rodriguez and Dustin Pedroia.
What's great about all of these campaigns is that the product use seemed natural rather than forced and it reiterated that Vita Coco is a product that can be consumed during many different occasions.
And, as with the product itself, their campaign was everywhere in target cities -- up and down the street, on buildings, buses, and even in the media. It was clearly a campaign that reached the masses, while building Vita Coco as a product that crosses many racial, ethnic, and class barriers as well as myriad use occasions.