Just seems like another 'niche' coin to me. I think vegans would have no problem using bitcoin rather than their own specific coin. Vegans use regular money after all.
Vegans use regular money because they don't understand how the banking system works. Not many people do and the powers that be aren't in any hurry to explain it.
The success of coin will depend on being able to show the horrific cruelty that they are financing with THEIR MONEY.
The difficult is going to be making the videos without cracking up. There is some pretty gory material out there...