Rihanna’s Vita Coco Campaign Welcomed by Madonna
Rihanna has been announced as the latest addition to promote the coconut water brand Vita Coco's growing roster of pop star endorsers. The singer joins investors Madonna and Red Hot Chili Peppers frontman Anthony Kiedis, both of whom are staunch advocates of the brand.
Beginning this summer, the red-coiffed 'California King Bed' singer will take part in a national advertising campaign for the product -- also noted as a hangover helper -- of which she claims to be quite a fan.
"I love Vita Coco! It's real coconut water from hand-picked coconuts," Rihanna said in a press release announcing the partnership. "It's delicious and so good for you!"
Founded in 2004, and based in New York City, Vita Coco is the best-selling fresh coconut water brand, sold by over 20,000 retailers across the country.
Madonna and Kiedis were announced as minority investors in the product in early 2010, alongside actors Matthew McConaughey and Demi Moore. "Rihanna is a natural fit for the Vita Coco brand and I'm so happy to have her on the team," Madonna said of her endorsement.
The 23-year-old 'Loud' creator is also a brand ambassador for Nivea cosmetics, and is posing nude for their new 'The 100 Years of Skincare for Life' ad campaign, in commemoration of the brand's 100th anniversary.