Vita Coco is apparently dancing in the end zone today. Yesterday, they received a lot of attention for this tweet exchange as they rushed headlong into trying to be culturally relevant. I’m sure it felt like a “win” and yes, a lot of people found it funny and they got a lot of attention for it. No disputing that. Unfortunately, “sick burn, bro!” isn’t a smart brand move (unless that the entire brand acts that way). What’s worse is they just associated the one product they sell, coconut water you drink, with urine. So, I think this is great time to remind everyone that brand is the sum total of everything you do, how your company interacts with the world, and how the world perceives it. Chasing short-term wins at the expense of long-term brand is not a good move. #brand #socialmedia #vitacoco #brandpositioning #dontsothis …see more