The campaign follows the company's annual 'Be the Change Day,' a tradition where employees dedicate time to local community service. For CEO John Chiorando, the partnership is rooted in his daughter Nina’s personal battle with cancer, an experience that shaped the brand's core values. Beyond this specific awareness drive, the company maintains a standing commitment to donate 10 percent of profits from every case sold to various nonprofit organizations.
In section Releases
Once Upon a Coconut Launches Pink Can for Breast Cancer Awareness
A personal mission drives this year’s Breast Cancer Awareness Month campaign as Once Upon a Coconut revives its limited-edition pink packaging. Running from October 1 through December 31, the initiative directs proceeds from the premium coconut water brand to the National Breast Cancer Foundation to fund early detection services.
Professional basketball player and brand investor Sophie Cunningham helped generate early visibility for the launch, featuring the pink cans during a 'Pink for Purpose' event in August. The product will be available through the company’s website and at select retail locations nationwide while supplies last. This effort aligns with the brand’s broader operational model, which packages its Vietnamese-sourced coconut water in slim aluminum cans to emphasize sustainability alongside its charitable goals.
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