Build relevance with wellness-focused consumers while maintaining the accessibility and familiarity that made the brand popular.
An urban wellness experience transformed Domino Park into a destination for training, recovery, and hydration, allowing consumers to experience Vita Coco’s functional benefits within authentic fitness-focused environments.
As wellness and performance beverages became increasingly competitive, Vita Coco needed to evolve consumer perceptions beyond casual refreshment and establish stronger credibility within fitness culture. The brand faced the challenge of connecting with serious wellness audiences without alienating its broader consumer base, requiring a strategy that demonstrated functional value through real experiences rather than product claims alone.
Jungle Themed Decor
Post-Workout Ice Baths
Celebrity Trainers
Workout Classes
Recovery Massages
Hyperice Technology
The program showed that repositioning is most effective when consumers can actively experience a new brand narrative. By embedding Vita Coco into moments of training, recovery, and community, the experience shifted perceptions from refreshment to performance, strengthening the brand’s relevance within fitness culture and creating a more credible role in consumers’ wellness routines.
Landmark Venue
Recovery Smoothie Bar
Dead Hang Contest
Coconut Pull-Down
Hydration Hub
Product Trial
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