Creative in association withGear Seven

It’s Impossible to Hate Summer with Vita Coco’s Interactive Billboard in Birmingham

Advertising Agency
London, UK
Vita Coco Pressed coconut water brings interactive billboards and sampling activations to Birmingham as the city celebrates a summer of sport

The UK’s #1 coconut brand, Vita Coco, delighted and surprised Brummies in July with free Vita Coco Pressed coconut water, which tastes like summer feels and is back for another giveaway this weekend.

Lots of people who try original coconut water aren’t a fan of the taste, however Vita Coco’s Pressed coconut water blends fresh coconut water pieces of soft, pressed coconut flesh and the result is a rich coconutty taste with all the coconut water benefits.

Even the most sceptical coconut water haters find Pressed Impossible To Hate. Vita Coco is using its OOH billboards in a creative way, encouraging consumers to pick up a carton off the board and give Pressed coconut water a try. As the cartons are removed from the shelves, all the coconut water benefits are revealed. Vita Coco have partnered up with bespoke creative billboard specialists Jack Arts to execute in Birmingham following their London leg of the campaign which saw interactive activations across Clapham and Shoreditch across the jubilee weekend.

Vita Coco’s Pressed coconut water contains naturally occurring electrolytes, including potassium, and is high in vitamin C which make it a perfect post-workout replenishment, especially for those taking part in the city’s summer of sport celebrations.

The activation comes as part of Vita Coco’s Impossible to Hate campaign, encouraging people to take a sip of summer. The campaign also saw the brand join forces with Love Island favourite Ovie Soko, who shared the things in life he finds most impossible to hate, which included summer, a fresh hair do and Vita Coco coconut water.

Vita Coco will be continuing to celebrate the most impossible to hate things throughout the summer, with a digital pillar on organic and paid social media across the UK.

You can view Vita Coco’s full product range at and can also shop products in Tesco, Sainsbury’s, Waitrose, Co-op, Asda, Morrisons, Ocado, Wholefoods, Boots, Holland and Barrett, WH Smith, Amazon and convenience stores.