Vita Coco brought us in for their biggest product launch yet: Vita Coco Lemonade. Aiming to reach beyond their core coconut water audience, they needed to connect with new customers.

Our national campaign, Lemonade Upgrade, positioned the drink as the official refreshment of summer.

Building on the brand identity we’d created for Vita Coco, we paired our custom “Bushwick Beach” typeface with hand-painted watercolors to capture the campaign’s lighthearted, refreshingly irreverent tone.

Extending The Campaign:

Lemonade Shakedown

To drive engagement and sampling, we built Lemonade Shakedown, a retro-inspired Facebook game modeled after the boardwalk arcade games of our youth. Fans could shake the coco-lemon tree to catch falling coconuts, lemons, and ice cubes for a chance to grab a sampling kit.

The game proved to be a massive success, topping out at over 193k game plays, 58% of which were repeat.