Founded in 2004 by two childhood friends in New York, Vita Coco is now the best-selling coconut water brand in the UK, 45% bigger than its nearest UK rival and is sold in 31 countries around the world. Investors include Madonna, Rhianna, Demi Moore and Matthew McConaughey.

PHAR is Vita Coco’s UK media planning any buying agency, devising and implementing the brand’s largest media campaign to date. The extensive, multi-million pound 360-degree campaign encompasses TV, outdoor and digital, as well as large-scale experiential and PR activity – all underpinned by a summer-long sponsorship of Sky’s Living channel.

“The strategy that PHAR presented back to us demonstrated their in-depth analysis of our challenge to ensure that we create a campaign that allows us to achieve the cut-through we need at our stage of the brand,” commented Pip Brook, Vita Coco’s Marketing Director EMEA. “They showed the creative thinking, as well as the passion and energy, that we are looking for, and we’re delighted to be working with the team at PHAR.”