Starting this month, the coconut water company will aim to penetrate London’s marketplace with 50 branded taxis in the city. The branded taxis, which are fully covered with the Vita Coco logo, blue skies, palm trees and the slogan “Off to the Beach,” will remain on display for 12 months.
The promotional effort, arranged with London Taxi Advertising, meshes with Vita Coco’s recent moves to round out its brand. In June, the company introduced Vita Coco Kids, a line of coconut water beverages made for children ages 2 to 8. In February, the company shuffled their marketing team and announced plans to open a West Coast office this year.