This one is an example of using testimonial in a totally unconventional way. Traditionally we assume testimonials only really work when the person interviewed has something good to say about a product. Well, in a recent campaign, Vita Coco flipped this idea on its head. What if you interviewed people who don't like your product? Using short testimonials from 3 negative customers, Vita Coco did just this. The spin of the advert is that if they can get typically negative customers to say they didn't hate it, then that itself is a good enough review.