beverages

Vita Coco Offers Hotline (Sometimes) Staffed By Marshawn Lynch

In the week leading up to the Super Bowl, coconut water brand Vita Coco employed Seattle Seahawks running back Marshawn Lynch to promote chances to win Super Bowl "hydration packages" through its social media channels. 

More intriguingly, the brand also promoted chances to win the packages by encouraging fans to call the "Vita Coco Thirst Responders Hotline" at 1-844-2QUENCH, promising that it would "sometimes" be manned by Lynch himself. 

It promoted the hotline with a video, posted on pre-game Friday, featuring Lynch taking calls on a headset and promising to send a caller (presumably an amateur or pro athlete of some sort) some Vita Coco to help with his or her "cramping" problems. Screen messaging in the video urges others who are "thirsty, cramping or lonely" to call the hotline. 

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A call to the number on Friday resulted in a recording explaining that all of the volunteer operators were busy on other calls, and that Lynch was busy preparing for the game, so that he "won't get fined." The recording told callers to leave their names, numbers and descriptions of their hydration "emergency" to earn a chance to win a Vita Coco package. The brand didn't indicate how long the hotline would be in operation. 

Vita Coco also ran various giveaways on social media for six days leading up to the Super Bowl, including a helmet autographed by Lynch. 

Lynch has been on board as a Vita Coco brand spokesman since 2013. He was recently seen in a "Drafted by Nature" campaign that ran from September through December, which also featured seven others from the brand's large stable of athlete spokespeople.

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