Dustin Pedroia Signs on as Newest Face of Vita Coco

NEW YORK, NY (June 08, 2011) — Today, Vita Coco, the nation’s best-selling coconut water and one of the fastest growing beverage brands in the U.S., announced that Dustin Pedroia, Boston’s own hometown hero, will join the Vita Coco family as a spokesperson for the brand, and will be featured in an advertising campaign launching in Boston this summer.

“I’m a big Vita Coco fan!” says Pedroia. “I keep a stock of it in the locker room fridge, and I drink it every game to stay hydrated and avoid cramps.”

Vita Coco, which is Never from Concentrate and contains the five essential electrolytes, 15 times the potassium of a traditional sports drink and 100 percent of the daily requirement of vitamin C, delivers super-hydrating functionality with every sip. A long time fan of coconut water, Pedroia chooses all-natural Vita Coco over artificial sports drinks for optimal hydration.

Pedroia will appear in Vita Coco’s newest ad campaign launching this June in the Boston market. The campaign will activate through radio, out-of-home and digital platforms, and coincides with Rihanna’s national advertising campaign for the brand, also to be released this summer.

“Dehydration not only affects an athlete’s physical performance on the field, but also their mental alertness, concentration and decision-making,” says Dave Page, Team Strength and Conditioning Coach. “Our team loves Vita Coco. It has the essential electrolytes, including high levels of potassium needed, to keep my players hydrated and feeling strong, alert and ready to bring home a win.”

About Vita Coco:

Vita Coco® is the brand that started America’s craze for fresh coconut water. In the U.S. Vita Coco is sold at over 20,000 retailers including Whole Foods Market, GNC, Kroger, Publix, Ralph’s, Stop & Shop/Giant, Costco select Wal-Mart stores and many chain and independent groceries. It is also sold in most major U.S. airports and university campuses, as well as online at Amazon.com.

Award-winning Vita Coco, which counts Madonna, Demi Moore and Matthew McConaughey amongst its investors, is one of the most sought-after products in the beverage aisle.

Available in six great tasting flavors – Pure, Açaí & Pomegranate, Tangerine, Passion Fruit, Pineapple and Peach & Mango – Vita Coco was founded in 2004 and is based in New York City.

For more information about Vita Coco and its role in summer hydration, visit www.vitacoco.com/mediacenter or www.vitacoco.com.

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