EXPENSIVE and over-the-top influencer gifting campaigns have become a common PR tactic in the lead-up to major events.
Brands will send out eye-catching, lavish gifts to high-profile figures, but public sentiments towards flashy campaigns have shifted.
But Vita Coco has been listening.
Strawberries & Cream Treats Pack of 12, $34.99
Viewers online have voiced growing disapproval, criticizing these stunts as tone-deaf, particularly in light of the current financial climate.
Recognizing these shifts, some brands have begun to rethink their PR approaches.
Vita Coco took a bold step in refocusing its marketing efforts directly on consumers.
On Valentine’s Day, rather than sending elaborate PR packages to influencers, the brand opted for a more community-driven approach.
Vita Coco set up a DIY vending machine in Washington Square Park, New York, allowing everyday people to enjoy free Strawberries & Crème Treats.
Vita Coco’s Strawberries & Crème Treats blend the brand’s signature coconut water with the sweet, creamy taste of strawberries for a refreshing taste.
Packed with electrolytes, vitamins, and a hint of tropical flavor, these treats are perfect for quick hydration.
The DIY vending machine was a huge hit; the response was immediate and enthusiastic, with crowds genuinely interested and forming queues to participate in the activation.
Strawberries & Cream Treats Pack of 12, $34.99
By prioritizing public interaction over influencer endorsements, Vita Coco showcased the potential of meaningful, real-world connections in PR.
The activation generated organic buzz and also strengthened the brand’s authenticity and reputation for being in touch with its audience.
Vita Coco’s approach serves as a case study for companies looking to pivot away from expensive, influencer-focused PR strategies in favor of activations that create direct, positive experiences for consumers.
Vita Coco effectively reinforced its position as a brand that values genuine connections over superficial hype.
As brands continue to navigate the evolving marketing landscape, Vita Coco’s campaign stands as a compelling consumer-first strategy.
By tapping into the power of public participation and providing value to everyday people, the brand has set a precedent for a more resonant approach to PR.
Companies that embrace community-centered marketing will likely find greater success in winning the hearts of their consumers.
Head to The Sun’s shopping hub for more news, deals and discounts.