US beverage firm Vita Coco has set up an interactive billboard in Birmingham’s town centre as part of its ‘Impossible to Hate’ summer campaign.
The New York-based outfit will be rolling out a series of marketing activations across the second the city this summer as it celebrates hosting the 22nd Commonwealth Games.
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Returning for a second year, the ‘Impossible to Hate’ campaign will see Vita Coco give away free samples of its flagship beverage at interactive billboards in Birmingham, following London activations over the Jubilee Weekend.
The firm also tapped former Love Island star Ovie Soko in a bid to drive the campaign’s social media reach.
Following on from its localised OOH campaign in Clapham and Shoreditch, the firm has partnered with creative out-of-home agency Jack Arts for the Birmingham leg of its campaign.
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