Problem How can Vita Coco continue to grow as new competitors flood the market? Solution By partnering with The Free Ride and other movements to take a stance and create exposure. Background Vita Coco, the world’s global leader in coconut water has been facing fierce competition as more brands continue to enter the market and launch new coconut water beverages. To stay competitive and expand its consumer base, the company made a new launch of its own, the Vita Coco Sparkling line. The increasing demand for both flavored sparkling water and pack - aged coconut water created opportunity for Vita Coco to capture a larger audience. The new sparkling line-up was made to ap- peal to consumers who like traditional coconut water as well as those who prefer carbonated beverages, but wa

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