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To promote the Vita Coco Kids range, which launched in March, the brand’s in-house events team created a dedicated area at the family-focused festival. Brand ambassadors gave away products to parents, talking to them about the range and offering money-off coupons for future purchases.
The brand’s giant coconut structure, which featured in London last month in Covent Garden and Southbank as part of two separate stunts, was also present at the festival, while a Vita Coco bike cycled around the event full of free samples.
The main activation was a kids beach club, featuring a sand pit, coconut shy, a t-shirt painting area and a cut-out where kids and parents could pose for photos.
A chill-out area was also created for parents to rest in, while workers in the beach shack handed out free samples and sold Vita Coco drinks.
Pip Brook, marketing director EMEA for Vita Coco, told Event: "Lollibop was our prime target market for this range. We created this three-fold activation as part of our overall brand activity to increase awareness of the products, and experiential is vital for that."
She added the activation will next be heading to Big Feastival on 29-31 August, the outdoor food and music event run by celebrity chef Jamie Oliver and former Blur bass player Alex James.
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