Josh Hart does so I do too..

@vitacoco

1.2M followers · usually 63.6K views a post

Views

285.2K

Likes

1.3K

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SoundTikTok sound · original sound - vitacoco

Promoted product

Vita Coco

Vita Coco is a brand of coconut water featured in humorous skits and promotional content.

31 videos2 creators

Why it worked

The video leverages social proof and aspirational marketing by associating the product with a known athlete and relatable lifestyle choices. The 'me too' format encourages viewers to see themselves adopting the same habits and products.

Summary

The video features multiple people mimicking actions associated with basketball player Josh Hart, with each action tied to a product or activity. The overarching theme is that just as Josh Hart drinks Vita Coco, so do they, implying the product is part of his lifestyle and therefore desirable.

Structure

1Introduction referencing Josh Hart
2Person 1 drinks Vita Coco, mirroring Josh Hart
3Person 2 plays basketball, mirroring Josh Hart
4

Original caption

Josh Hart would be proud #vitacoco #coconutwater @Josh Hart

More from @vitacoco

Product placement

Vita Coco: (a) it ACTS — it is a drink that people consume for hydration and electrolytes, and it is visible throughout the video, suggesting its use and desirability. Removing it would change the context of the video. (b) it merely APPEARS — the logo is visible on the product packaging and on a large inflatable shirt. Removing it would not change what happens in the video, but it would remove branding.

On-screen text

Josh Hart does so I do too..

Transcript

Josh Hart drinks coconut water so I do too. Josh Hart plays basketball so I do too. Josh Hart loves New York City so I do too. Josh Hart sweats so I do too.