Popping up in St Paul’s, Westminster, Holborn, Aldgate and Clapham from today, Londoners will be surprised by three-metre tall Vita Coco drink cartons taking over the streets of the capital, celebrating the launch of Vita Coco’s #ImpossibleToHate campaign.

With its new tagline Vita Coco is driving trials of its new Pressed Coconut variety – coconut water that actually tastes of coconut.

With summer typically increasing likelihood to spend, impulsiveness and time spent outdoors, the brand said it has picked the ideal time to promote its refreshing new drink.

Targeting busy workers and commuters in London and other major conurbations, the wider campaign is running across transport, roadside, proximity OOH and social media, with the special builds phone kiosks playing a central role in creating impact.

Multiple approaches

Vita Coco is running multiple pieces of creative, optimised by location, and day of week, as well as jumping on topical and cultural moments from Love Island to Father’s Day.

“We’re always looking for media that makes you stop and stare — and what better way to capture the attention of busy Londoners than to turn the iconic phone box into a larger than life Vita Coco Tetra Pak!” Said Ed Cox, founder at Yonder Media.

Shannon Hickey, Primesight account director, said “Vita Coco have long recognised the impact of big, bold out-of-home campaigns, from their Waterloo Domination, to their InLink Rewards tie-up last year and now this latest fun kiosk campaign.

“Kiosks represent unrivalled high street proximity and we’re excited to see them driving interest in Vita Coco over the next two weeks in some of the capital’s busiest locations and very close to stores.”