Kirban: Vita Coco was positioned from day one as a Gatorade competitor
Michael Kirban · Vita Coco: Michael Kirban · Aug 3, 2020 · at 31:40
Michael Kirban, co-founder of Vita Coco, discusses the brand's initial category positioning and inspiration from Brazilian consumer habits.
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“No, right off the bat, we saw it as a competitor to Gatorade. Because that's how it was drank in Brazil, and that's how it's drank across the tropical world.”
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