A lot of people hate coconut water. That’s why Vita Coco - a leading coconut water beverage brand - will introduce a new integrated campaign to support its new Pressed Coconut Water. It has the same nutritional benefits of Vita Coco but tastes, well, a little more like coconut.And the folks at Vita Coco are so sure consumers will like Pressed Coconut Water, they’re going as far to say it’s 'Impossible to Hate.'To put this bold claim to the test, creative agency Interesting Development developed an algorithm to identify some of the most difficult people to impress - the most negative reviewers on the Internet. These are some of the toughest critics on Yelp, TripAdvisor, Google and Amazon - people have begrudged one star to things like a teddy bear, likened the Grand Canyon to “a big dumb hole.”The Impossible to Hate campaign kicks off with films for streaming TV and digital media (Hulu, YouTube, Amazon, Spotify Sessions) and paid social. Radio spots will play on iHeartMedia and Spotify, and OOH advertising will blanket New York City, Los Angeles, Chicago, San Francisco, Dallas, Denver and Boston throughout the summer. CreditsBrand: Vita CocoJane Prior, Chief Marketing OfficerAllison Finazzo, Brand Director, Vita CocoBrian Vieira, Brand Community ManagerLane Rawlings, Community CoordinatorDaniella Labat, Brand Experience ManagerAgency: Interesting DevelopmentPaul Caiozzo, Head of CreativeNathan Frank, Head of Brand VoiceTamera Geddes, CEOShannon Coletti, Group Account DirectorTom Haslow, Head of StrategyMai Huynh, Executive ProducerSherri Hollander, Senior ProducerJohan Leandersson, Creative DirectorConor Dooley, Creative DirectorIra Oksman, Art DirectorPrit Patel, WriterJonno Durant, Sr. Creative ProducerTechnology Consultant: SuperfriendsPost Production: Beast Editor: Dan Maloney Producer: Michael Beltrame Executive producer: Melissa Lubin Conform: Scott BravoEndcard Graphics: Christian MattsIntro Graphics: Laundry