Vita Coco, Work from Anywhere

Agency: Yonder Media

The widespread shift to home working over the course of 2021 made a big dent in Vita Coco’s meal deal and impulse sales, creating the need for a new comms approach that went beyond proximity OOH. Yonder set out to make Vita Coco relevant in the new cultural landscape of the pandemic in order to regain lost share of mind and boost sales.

With uncertainty around the prospect of travel and people missing out on holidays in favour of extended periods at their desk, we designed an experience that would drive fame for Vita Coco beyond our campaign budget. Introducing Work from Anywhere: a once-in-a-lifetime opportunity for one lucky person to escape the rut and take their job on the open road.

We transformed a 90s Hymer motorhome into the ultimate mobile office and ran a competition offering up the keys for an entire year. Influencers, YouTube, TikTok and a search campaign whipped up excitement and pushed traffic to a campaign microsite where entrants were asked to create a short video describing why they deserved to Work from Anywhere.

Our campaign gained national coverage and reinvigorated Vita Coco’s business, inspiring a 21% uplift in sales versus pre-pandemic levels.