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Vita Coco: Dear Bodega Love Letter, 3
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NYC-born beverage brand Vita Coco was originally planning to launch a campaign this spring focusing on its Pressed coconut water line, until the pandemic changed the brand’s plans. Together, Vita Coco’s marketing team and creative agency, Interesting Development, decided instead to use their media buy to support bodegas – a category of shops that has traditionally been a big source of sales for the brand, and a key part of NYC life that’s taken a big hit as the city’s become a center of the Covid-19 crisis. Known and appreciated for their mix of prepared foods, snacks and grocery items, neighborhood bodegas have now become a place to buy essential household items, including toilet paper, cleaning products and canned foods, while sales of prepared foods have decreased. Rolling out this week and through July 12, Vita Coco is unveiling its “love letters to bodegas” an OOH campaign comprised of ads on phone kiosks and wild postings throughout Brooklyn, Manhattan and Queens, as well as window posters distributed directly to bodegas. Each love letter starts with “Dearest Bodega” and closes with “Love, Vita Coco.”
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