How a Coconut, Matt Damon, and a Bold Gamble Sealed Coca-Cola's Zico Deal
In the competitive world of beverage startups, securing a meeting with a titan like Coca-Cola is one thing. Closing a multimillion-dollar acquisition is another. For serial entrepreneur Jesse Itzler, the bridge between the two was built with equal parts hustle, timing, and a remarkably creative assist from Hollywood A-lister Matt Damon.
Itzler's path to the deal began not in a boardroom, but during grueling training for a 100-mile ultramarathon. Dissatisfied with existing hydration options, he turned to coconut water. Spotting a gap in the nascent U.S. market, he launched Coco+, which later merged with the emerging brand Zico Coconut Water under entrepreneur Mark Rampolla.
By 2012, Zico was poised for growth and pitched to Coca-Cola. Initial meetings, however, failed to generate the needed spark. "We needed a hook, something to make us unforgettable," Itzler recently recounted.
The breakthrough originated from a casual visit to Damon's Miami home. The actor, who had a coconut tree in his backyard, expressed genuine interest in Itzler's venture. "If anything happens with this company, keep me updated. This is something I may want to get involved with," Damon told him, a comment Itzler filed away.
When a subsequent pitch to a key Coca-Cola executive began to stall, Itzler took a gamble. "Well, my partner Matt Damon and I…" he interjected. The executive's demeanor shifted instantly. "What? Matt Damon is your partner? My daughter and I are his biggest fans," came the reply.
Seeing his opening, Itzler doubled down. He called Damon and asked for an unconventional favor: to film himself climbing his backyard coconut tree, harvesting a coconut with a machete, and preparing it to drink—all while delivering a lighthearted, direct message to then-CEO Muhtar Kent.
The resulting video, a charmingly raw demonstration of the product's natural origins, was a masterstroke. "It was checkmate," Itzler said, reflecting on the move. The personal, viral-ready pitch cut through corporate formalities, selling the vision behind Zico in a way spreadsheets could not. Soon after, Coca-Cola moved to acquire the brand.
This deal is a hallmark of Itzler's unconventional career. Before Zico, he co-founded Marquis Jet at 27, pioneering fractional jet ownership and building it into a $5 billion business later acquired by Warren Buffett's NetJets. A former rapper, Grammy winner, and author, Itzler has repeatedly blended pop culture savvy with business acumen to build and exit multiple companies.
Reader Reactions:
"Sarah Chen, Venture Capitalist in San Francisco:" "This is a classic case of narrative capital. Itzler understood that beyond metrics, he was selling a story—authenticity, celebrity endorsement, and a memorable moment. In early-stage investing, we often see that the story that gets told is as crucial as the numbers."
"Michael Torres, Small Business Owner in Austin:" "It's equal parts inspiring and frustrating. Inspiring because it shows thinking outside the box works. Frustrating because most of us don't have Matt Damon on speed dial. It highlights the uneven playing field where access and connections can trump a solid business plan alone."
"David Park, Marketing Director in Chicago:" "The sheer audacity of it is what's brilliant. Asking an Oscar-winning actor to climb a tree for a sales pitch? It's a lesson in leveraging every asset you have, no matter how unorthodox. That video was a perfect piece of branded content before the term was even mainstream."
"Linda Gregg, Consumer Advocate in Portland:" "It's a fun story, but let's not gloss over the reality. This is about a billionaire using his celebrity network to get a leg up. For every Jesse Itzler, there are a thousand founders with better products who'll never get that meeting, let alone have a Hollywood star do their bidding. It exposes the 'hustle culture' myth for what it often is: privilege in disguise."
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