Interview: How To Build A Cult Beverage Brand Into A Market Leader
In this interview, Vita Coco's executive vice president of global brand strategy and development discusses how the brand's entrepreneurial environment and strategy are enabling the coconut-centric beverage brand to cultivate a mass consumer following
In an ever-expanding world of options, consumers increasingly are looking to find meaning in their experiences and purchases. They seem to buy based on how products make them feel and how brands enable them to engage with their offers. Particularly suited for experiential marketing and shopping are wellness brands, who are moving to design interactive stores and products that fit with consumers' desires for retail with meaning. To this end, coconut beverage brand Vita Coco is focusing on cultivating inclusivity, community, authenticity and transparency in its brand experience.