Will you drink Vita Coco because Chrissy Teigen does?

After years of grassroots marketing - handing out samples on the street and at music festivals, Vita Coco is taking their marketing to a new level with television.

Chrissy has touted their brand before.  Last summer she did a series of Snapchat videos for the brand.  You can check them out here...

https://www.youtube.com/watch?v=BaZMDFAMgJQ

I couldn't find any data about the effect that effort had on sales, but given that Kylie Jenner's posts for pomegranates that fall led to a 689% increase in sales in the U.K., one would imagine that the campaign was effective.  (Blake, 2016)

Also, why would they use Chrissy in a television campaign if she wasn't?  Interestingly, it appears that the brand is up for sale, which is another reason why they may be trying to raise their profile at this time. (Kaplan, 2017)

You can check out the commercial here...

http://www.adweek.com/brand-marketing/chrissy-teigen-plays-a-coconut-plant-manager-in-this-nutty-new-vita-coco-spot/

So, what do you think?  Do celebrities influence your buying patterns?  How much?  Which ones?  And, why?

Blake, I.  (2016, October 18)  The Kylie effect!  dailymail.com.  Retrieved December 1, 2016, from

http://www.dailymail.co.uk/femail/food/article-3847304/The-Kylie-Jenner-effect-t-superfood-pomegranates.html

Kaplan, J. (2017, February 14)  Vita Coco to Near $1 Billion  in Sales as Potential Buyers Circle.  bloomberg.com.  Retrieved March 31, 2017, from

https://www.bloomberg.com/news/articles/2017-02-14/vita-coco-to-near-1-billion-in-sales-as-potential-buyers-circle

Klara, R. (2017, March 29)  Chrissy Teigen Plays a Coconut 'Plant Manager' In This Nutty New Vita Coco Spot.  adweek.com.  Retrieved March 31, 2017, from

http://www.adweek.com/brand-marketing/chrissy-teigen-plays-a-coconut-plant-manager-in-this-nutty-new-vita-coco-spot/