Vita Coco Offers an Escape to Freedom for Pressed Water Launch

Vita Coco is offering one lucky person a shot at life on the open road in a revamped 1990s Hymer motorhome in a competition at the heart of a new campaign created by The Beyond Collective agencies, Above+Beyond and Yonder Media. 

Eager to drive trial of Pressed, the objective was to promote the product’s unique coconutty taste that’s truly impossible to hate.

The idea is to tap into post-pandemic malaise by inviting people to make a short video describing how they’d use the converted Hymer – which, with its superfast Wi-Fi, double bed, fully-equipped kitchen, bathroom, surfboards, hammock and fridge full of Pressed, is the ultimate work-from-anywhere vehicle – to make their job impossible to hate.

Above+Beyond came up with the creative, including the script for a 90-second film which contrasts lockdown isolation and frustration with the freedom and escapism achievable working from anywhere using the revamped Hymer. This was produced by Radical Media and directed by Fin Frew.

Yonder Media is behind the media strategy and buying, which will see the film running on social channels, along with OOH and influencer activity. All of this aims to drive viewers to a competition microsite. The winner of the competition, developed with promotions agency Promo Veritas, will get the keys to the vehicle for a whole year.

Dom Goldman, Executive Creative Director at Above+Beyond, said: “The new campaign encourages us to re-imagine our world. With this competition, Vita Coca gives working from home a whole new meaning – as the home in question has four wheels and allows you to camp wherever you like. 

“Likewise, Vita Coco is asking us to re-imagine the bland world of coconut water by trying out Pressed’s unique and flavoursome coconutty taste.”

With the competition open from early August, the film breaks on August 26 and runs for two weeks across YouTube and social channels.