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Vita Coco pushes coconut water in National Hangover Day campaign

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Coconut water maker Vita Coco has partnered with an on-demand delivery service to distribute 'hangover recovery kits' in the US.

The Vita Coca-branded hangover packs were available in New York yesterday

The Vita Coca-branded hangover packs were available in New York yesterday

Vita Coco yesterday teamed up with Postmates to "celebrate National Hangover Day". The activation saw the distribution of free, limited-edition hangover recovery kits to consumers in New York City.

The National Hangover Day campaign also included a partnership with television reality stars Hannah Godwin and Dylan Barbour. The pair, described as "long-time Vita Coco supporters"  personally delivered several packs to consumers.

The kits feature Vita Coco coconut water, an egg and cheese sandwich from Lenwich, Ibuprofen, a face mask from Korean skincare brand Banila and Vita Coco-branded merchandise.

Allison Finazzo, brand director for Vita Coco said: "Not only does Vita Coco have the essential electrolytes you need to stay hydrated, but it's also packed with potassium and magnesium to replenish your body after a night out celebrating the New Year."

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Functional Drinks Top 5 Emerging Markets Industry Guide 2013-2022

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