Rihanna Vita Coco Campaign Unveiled

Wed, 06 Jun 2012 10:44:16

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Go cuckoo for coco...coconut water, thanks to Rihanna.

Rihanna appears in the new Vita Coco Coconut Water campaign, as a blonde, which begs the question: Do blondes have more fun? Quite possibly, if Rihanna's mega-watt smile in her new ad campaign for Vita Coco is any indication.

The platinum-selling pop superstar and the nation's best-selling coconut water brand recently collaborated on a new advertising campaign that breaks this month. You'll break a sweat from looking at it. That's how smoking hot RiRi is.

Yes, Rihanna shows her skin and looks hotter than the sun.

The campaign was shot by famed snapper Terry Richardson and employs the tagline "Viva Vita" – Vita Coco's message about having fun, celebrating life and living it to the fullest. The crisp imagery features Rihanna against a white background with a vibrant, color-soaked "Viva Vita" scrawled in water-color inspired lettering behind her. Have fun, drink Vita Coco, smile.

Check out the image below!

Rihanna is featured prominently in Vita Coco's marketing campaign, appearing in billboard, radio, digital and in-store advertising and in social media and PR programs starting this month. The campaign runs nationally in the U.S. and also in the U.K., Vita Coco's largest market outside the U.S. The primary campaign message, "please hydrate naturally," appears on all ads, inviting consumers to drink Vita Coco and enjoy the nutrient-rich hydration and replenishment of its coconut water beverages.

In the shots, Rihanna wears a custom-made, pineapple print bikini top with matching shorts and blouse. The pineapple print is a nod to Vita Coco's Tropical Fruit flavor, created in collaboration with the singer. Have a sip! Head to your nearest convenience store and stock up on Vita Coco.

Photographed by Richardson at Milk Studios in New York this spring, the Vita Coco campaign marks the first time the famed shutterbug and Rihanna have worked together.

Do you drink Vita Coco coconut water?

—Maggie Pannacione
06.06.12