Why it worked
The unexpected and wholesome interaction between the Vita Coco mascot and the elderly woman creates a heartwarming and shareable moment. The gifting of a coconut, directly tied to the product, makes the promotion feel organic and positive.
Product placement
Vita Coco Coconut Water: ACTS - it is the product being given as a gift, and the costume is shaped like its packaging. Removing it would change what happens in the video. Vita Coco: APPEARS - it is the brand name on the costume. Removing it would not change what happens in the video.