Dive Transient:
- Olipop unveiled its summer time marketing campaign, which features a nostalgia-themed journey expertise and influencer-style PR packing containers focused at on a regular basis shoppers, per particulars shared with Advertising Dive.
- The Time Journey Journey Company activation transforms the Austin Motel in Austin, Texas, to create three suites that convey Olipop flavors to life by the lens of various many years. Customers can enter to win a keep on the location by calling an official hotline.
- The higher-for-you soda model additionally partnered with Amazon Adverts to drop 5,000 unique VIP packing containers for five cents every on Amazon beginning June 30. Every field consists of seasonal Olipop flavors and branded merchandise, aiming to flip the everyday influencer advertising and marketing script.
Dive Perception:
Olipop is popping on a regular basis shoppers into influencers with the prospect to attain a soda-themed journey or one among 5,000 PR packing containers. The seasonal marketing campaign arrives because the better-for-you soda wars intensify. PepsiCo in March introduced plans to buy prebiotic soda model Poppi for practically $2 billion whereas Coca-Cola not too long ago launched its first entry into the class, referred to as Merely Pop.
Olipop, which touts excessive fiber and between 2-5 grams of sugar per can, was valued at $1.85 billion after its newest funding spherical and is the highest non-alcoholic model within the U.S. by greenback gross sales and unit development, based on the corporate. The model was based in 2018 and is privately held.
On the middle of the marketer’s summer time marketing campaign is the Time Journey Journey Company expertise that features a renovation of the Austin Motel to characteristic three nostalgic suites impressed by totally different Olipop flavors. The primary is a 1986 Cream Soda Suite filled with ‘80s decor, together with pastel stripes and retro arcade nods. A second room, the 1995 Strawberry Vanilla Suite, embraces the period’s maximalism with all-pink styling. Lastly, a 2002 Cherry Cola Suite is billed as a cherry-red Y2K dream meant to remind friends of flip telephones and boy bands.
The nostalgic strategy might assist Olipop develop loyalty and entice a wider viewers, together with those that have an allegiance to a selected decade. From June 24 to July 8, shoppers can enter for the prospect to win a four-day, three-night keep at one of many suites by calling an official hotline quantity at 1-844-2-OLIPOP. Entrants will then obtain a textual content message with a hyperlink directing them to a web based kind. Three winners might be notified July 9 and permitted to convey one visitor for an all-expenses-paid journey, inclusive of flights, resort bookings and meals.
The Austin Motel expertise was designed and produced by inventive accomplice Callen. As well as, Olipop teamed with Amazon Adverts to drop 5,000 unique VIP packing containers on the e-commerce platform for five cents every. The packing containers, meant to copy influencer unboxing experiences, characteristic an Olipop-branded puffer tote; a trio of Olipop flavors, together with Cherry Cola, Strawberry Vanilla and Cream Soda; a mini, retro-inspired wi-fi speaker; and an “Olipopsicle” mildew for turning the soda into frozen treats.
A concentrate on on a regular basis shoppers sees Olipop turning the normal influencer mannequin on its head in a approach that would assist it kind extra genuine connections whereas boosting social media chatter. The idea reads as a dig at chief rival Poppi, which drew backlash for a Tremendous Bowl effort earlier this 12 months that despatched branded merchandising machines to widespread creators. Some critics argued that the model might have given the expensive machines to individuals extra in want, akin to nurses, hospital staff and lecturers.
This isn’t Olipop’s first time making a sly dig at a competitor. In September, the model took intention at Mountain Dew with a marketing campaign supporting its equally themed Ridge Rush taste.
