Rihanna is fronting the first UK ad push for Vita Coco as it looks to drive the coconut water market to £100m in two years.
The brand said it was hoping to do “what Red Bull has done to the energy drink category,” and from 11 June will be kicking off Viva Vita, a £1m four-week outdoor, press and social media campaign featuring the pop star.
Vita Coco European CEO Giles Brook said sales of the brand had doubled in 2011 to £8.5m, and were expected to hit £20m by the end of this year.
The drink is stocked in more than 5,000 outlets, including 600 Tesco and 400 Sainsbury’s stores.
“We are determined to deliver £100m in category sales by 2014,” Brook added.