How I Built This with Guy Raz Vita Coco: Michael Kirban
Aug 3, 2020
Michael Kirban, Co-founder of Vita Coco, shares the energetic backstory of launching the popular coconut water brand after a chance bar encounter. He discusses facing fierce competition from Zico, highlighting the importance of guerrilla marketing and strategic distribution. Kirban reflects on the challenging journey of navigating FDA regulations and legal battles, alongside the unexpected support of celebrity endorsements. His insights reveal how resilience and a bit of luck played crucial roles in turning Vita Coco into a market leader.
AI Snips
Chapters
Transcript
Episode notes
Rollerblading Salesman
- Michael Kirban used rollerblades to visit up to 50 stores daily, pitching Vita Coco.
- A store manager initially mocked him and the product, but later became a successful early adopter.
Early Coconut Water Market
- In the early 2000s, coconut water was mainly popular among immigrant communities in the US.
- Michael Kirban, however, envisioned it as a competitor to Gatorade, similar to its consumption in Brazil.
Chance Encounter
- The Vita Coco idea originated from a chance encounter with Brazilian women at a New York City bar.
- This led to Kirban's co-founder, Ira Liran, moving to Brazil, where he explored business ideas, including coconut water.