Build credibility with serious wellness consumers while maintaining the accessible personality that made Vita Coco widely loved.
Gradient transformed Domino Park into an immersive wellness destination where fitness programming, recovery experiences, and product trial connected consumers directly to Vita Coco’s functional performance benefits.
Vita Coco needed to evolve beyond its reputation as a casual refreshment brand and establish credibility within New York City’s fitness community. The activation had to demonstrate the product’s functional hydration benefits through authentic training and recovery experiences while preserving the approachable personality that had made the brand successful.
Jungle Themed Decor
Post-Workout Ice Baths
Celebrity Trainers
Workout Classes
Recovery Massages
Hyperice Technology
By embedding Vita Coco into authentic training and recovery experiences, Gradient successfully repositioned the brand from refreshment to performance within New York’s fitness culture. The activation generated 20.1 million potential impressions, achieved a 36% foot traffic conversion rate, and delivered an average class dwell time of 71.5 minutes while strengthening the brand’s credibility in consumers’ wellness routines.
Landmark Venue
Recovery Smoothie Bar
Dead Hang Contest
Coconut Pull-Down
Hydration Hub
Product Trial
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