Vita Coco - National Hangover Day
This past New Years, we executed our first ever National Hangover Day program, geared towards helping New Yorkers recover from their first hangover of the new decade, and providing them with accessible solutions to kick off the year on a healthy note: with a replenishing, hydrating Vita Coco.
For this project, I designed the Hangover Recovery Kits, consisting of lazy morning sweatshirts, "Do Not Disturb" door hangers, hangover approved eye masks, silly hangover socks, a tropical tote and a proud survival pin. Also included in the box was a face mask, some aspirin, and a egg and cheese bagel.
In addition to the kit, I also designed a truck wrap for the food truck the activation would take place in, as well as the animated digital ads that lined the streets of New York to promote our New Year recovery benefits message.
Results: Our Hangover Recovery Kits, curated and delivered in partnership with Postmates, sold out in 36 minutes, we had 30+ Press placements, and we had our biggest single day of Amazon sales, EVER, which skyrocketed Vita Coco to the #2 rank in Amazon Grocery for 3 days.
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