Vita Coco makers launch new product with environmental incubator

Josh Hall's picture
by Josh Hall

The makers of Vita Coco coconut water have launched a new brand as part of a campaign on behalf of the world's oceans.

The 'Question How You Hydrate' campaign is a project from Lonely Whale, an "incubator for courageous ideas" that support the protection of oceans globally, in partnership with creative agency Young Hero.

As part of the campaign, drinks company All Market Inc. have launched Ever & Ever, an aluminium canned water brand.

According to the company, the Ever & Ever can can be recycled infinitely, with recycled cans being turned into new containers in as little as 60 days.

The Question How You Hydrate campaign claims that by 2050, there will be more plastic in the ocean by weight than fish.

It is trying to develop products and campaigns to protect oceans around the world from the human impact, led by stars including Zooey Deschanel.

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