A Founder Cut His Grocery Store Sampling Costs in Half. Then He Doubled the Demos

Coaqua found out what agencies actually pay brand ambassadors, then built everything else itself.

EXPERT OPINION BY VICTORIA WATTERS, CO-FOUNDER, DRY ATLAS

Coaqua co-founders Justin Bruckel and Anthony Cadieux II. Illustration: Inc; Photo: Coaqua

A brand ambassador shows up to a grocery store on a Saturday and spends four hours handing out samples. The brand gets a bill for around $300, while the ambassador takes home about half of it.

Anthony Cadieux II, co-founder and co-CEO of Coaqua, decided the other half was paying for work his own team could do. Coaqua, a premium coconut water brand,........

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