Viva Coco's new campaign features the reactions of social media users regardless of their endorsement to raise awareness for the brand's new Pressed Coconut Water.
The "Impossible to
Hate" creative, handled by Interesting Development, used an algorithm to identify online influencers who profess mostly
negative opinions. The agency then filmed their reviews after tasting the beverages, with Michelle stating she would drink it only if given to her for free while Alp proclaims "it's doable."
The campaign includes content for streaming TV and digital media (Hulu, YouTube, Amazon, Spotify Sessions) and paid social. Radio spots will play on iHeartMedia and Spotify, and OOH advertising will appear in New York City, Los Angeles, Chicago, San Francisco, Dallas, Denver and Boston throughout the summer.