Business
Vita Coco Announces Partnership with Global Superstar Becky G Ahead of her Landmark U.S. ‘Mi Casa, Tu Casa’ Tour
Multi-year partnership with award-winning singer to include activations around her tour, new album, and impact programming focused on Latin communities in
About this update from The Vita Coco Company, Inc.
[{"type":"text","content":"Multi-year partnership with award-winning singer to include activations around her tour, new album, and impact programming focused on Latin communities in U.S.\nNEW YORK, Sept. 14, 2023 (GLOBE NEWSWIRE) -- Leading coconut water company The Vita Coco Company (NASDAQ: COCO) announces today a partnership with award-winning singer, songwriter, actress and activist Becky G. As the new face of the brand, Becky G, a proudly fierce “advocate for authenticity,” perfectly aligns with Vita Coco’s brand values. Vita Coco has consistently led the way in transparent business practices and authentic brand engagement, all while fueling a diverse range of hydration occasions – from post-workout to hangovers – and being a catalyst for transformative community impact. Today, Vita Coco raises the bar even higher with the announcement of this partnership. The announcement comes just as Becky G embarks on her first headlining ‘Mi Casa, Tu Casa’ tour in the U.S. during Hispanic Heritage Month, Sept. 15 - Oct. 15. To kick off their partnership, Vita Coco will proudly serve as an official sponsor of the tour. “From our first conversations, it was clear that Becky G was going to be an amazing ambassador and partner for Vita Coco,” said Mike Kirban, co-founder and executive chairman of The Vita Coco Company. “Not only is she someone who is unapologetically herself, she does so while embracing her roots and championing her community – a community that increasingly mirrors the diverse and growing family of Vita Coco drinkers.” Coconut water, long a staple throughout Latin America and the tropics, was introduced to the mainstream U.S. market nearly 20 years ago by Vita Coco after a chance encounter in a Manhattan bar. Today, Vita Coco’s portfolio ranges from coconut water to coconut juice and coconut milk, and resonates with a younger, more multicultural consumer base. “I couldn’t be more excited to welcome Vita Coco as a partner for my first U.S. tour,” said Becky G. “I’m looking forward to working with a brand that encourages being true to yourself, paying it forward and creating fun, memorable experiences for fans. I know their partnership will only add to the intimate ‘Mi Casa, Tu Casa’ experience.” Both Becky G and Vita Coco share a deep commitment to giving back to the communities that have been instrumental in their respective successes. As an extensi...