Official creative from Rihanna‘s summery new Vita Coco Coconut Water campaign has finally been revealed. Shot by legendary photographer Terry Richardson, the Bajan beauty rocks her blonde tresses and a sexy pineapple-patterned halter top/short set.
The vibrant campaign will be placed in key outdoor locations as the brand is hoping to reach 10 million people with its billboard sites and 5 million people with its tube posters. Digital, press, experiential and in-store activity will also feature as part of the “Viva Vita” campaign, which aims to drive trial and increase brand engagement with existing customers.
The celeb spokeswoman tells Us Weekly, “I wasn’t drinking enough water before, and I love coconut water. It hydrates me just as much as regular water so it really started to affect my diet and the way my body was shaping up.”
She delved into other diet details stating, “I also started to eat a little differently. I added one vegetable to each meal with my diet for awhile — but then I went right back to eating McDonald’s and pasta and stuff like that too! So really its just having a balance of eating great and staying hydrated.”
“I never weighed myself so I don’t know how much weight I was to know how much I lost,” admitting she’s dropped two sizes. “I haven’t worked out since January!”