Impossible to Hate.

People say a lot of mean things about coconut water.

“It tastes like water that’s already been in somebody’s mouth,” for example.

But that’s ok—Vita Coco made a new coconut drink that is undeniably delicious.

How could we prove it to people who have been so mortally wronged by coconut water? We found the most hateful people on the internet and asked them to try it.

(This gets ugly)

As part of the launch, we reached out to a few of the most adamant coconut water haters and asked them to give us another chance.

This resulted in one of the most notorious brand tweets in the history of brand tweets.

Yes, it involves a large jar full of pee.