Worldwide pop star phenomenon, Rihanna, will appear on a series of adverts for Vita Coco coconut water in the summer of 2011. The United States brand markets coconut drinks as a super-hydrating alternative to sports drinks.
Founded in 2004, Vita Coco currently sells six flavours of coconut water; Pure, Açaí & Pomegranate, Tangerine, Passion Fruit, Pineapple and Peach & Mango.
The New York-based company counts Madonna and Red Hot Chili Peppers frontman Anthony Kiedis as investors and customers.
No financial details of the advertising deal were disclosed. Vita Coco is the trading name of All Market Inc. – a privately held company.