Vending

Vita Coco's $25 vending machine stunt capitalizes on influencer marketing debate

Photo: Jammy Jean - stock.adobe.com

February 20, 2025

Following recent criticism of influencer-focused marketing tactics, Vita Coco launched a pop-up "vending machine" activation in New York City's Washington Square Park on Valentine's Day, according to a Modern Retail report. The makeshift machine, a utility cart dressed in pink fabric, dispensed free Vita Coco Treats drinks to the public.

The activation, promoting the brand's strawberries-and-cream flavor, generated long lines and a TikTok video with over a million views. A Vita Coco spokesperson told Modern Retail the stunt was inspired by consumer sentiment that brands should invest in everyday customers, not just influencers.

"Our team noticed an emerging conversation on social media, where consumers were imploring brands to spend their money treating everyday consumers to just a fraction of perks that many influencers get to enjoy daily," the spokesperson told the news outlet.

While not explicitly referencing Poppi's recent Super Bowl vending machine campaign that sparked backlash, the timing and nature of Vita Coco's activation led to comparisons on social media.