Vita Coco has taken a unique approach to address backlash against its competitor Poppi's lavish marketing strategies. In an effort to showcase their attentiveness to consumer feedback, the coconut water brand set up a low-cost, homespun pink vending machine in Washington Square Park, distributing free samples of their product. This playful marketing tactic, according to CMO Jane Prior, was not intended as a direct challenge but rather an enjoyable way to engage consumers and promote their newest offerings. The initiative resonated well with the public, demonstrating effective grassroots marketing strategy and community connection.
Our team noticed an emerging conversation on social media where consumers were imploring brands to spend their money treating everyday consumers to just a fraction of perks that many influencers get to enjoy daily.
We wouldn't call this a clapback. This is just our way of having some fun while promoting one of our newest products.
Moments like this are a great way to give consumers a chance to try our products firsthand, which is especially important for new products.
It was meant to show consumers that the company was paying attention to what they had to say.
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