Dive Temporary:
- Olipop is launching an advert marketing campaign that spotlights testimonials of people that rediscovered their love of soda by its better-for-you merchandise, together with celebrities like Kristin Chenoweth and Joshua Jackson, per information shared with Advertising and marketing Dive.
- “Soda Tales” attracts inspiration from iconic “Received Milk?” adverts from the ‘90s that depicted a variety of pop-culture icons sporting milk mustaches. Along with stars, common shoppers recount their nostalgia for soda and the way Olipop introduced them again to the class as a extra health-conscious choice.
- Olipop is operating the feel-good artistic throughout owned and paid social channels, in addition to out of dwelling in choose markets. Advertising and marketing round better-for-you soda continues to ramp up as extra shoppers gravitate to the class and competitors rises.
Dive Perception:
Olipop’s newest marketing campaign tracks the private tales of celebrities and on a regular basis followers who as soon as indulged in delicate drinks however ultimately backed away from the behavior as a result of well being issues, solely to discover a pleased center floor because of the better-for-you soda model.
Within the adverts, personalities like Jackson and “White Lotus” actor Nicholas Duvernay recount their childhood connections to soda, like cracking open a can after a hockey sport or a relative bringing over root beer as a deal with. Every video begins with the interviewee taking a quantity and sitting down on a set themed round their nostalgic recollections whereas selling a special Olipop variant, corresponding to Grape and Physician Goodwin.
Different well-known faces featured within the effort embody Broadway icon Chenoweth, who’s developed a ritual round sipping Olipop impressed by present evening prep; soccer standout Travis Hunter, who turns to Crisp Apple for refreshment; and nation artist Tanner Adell, who used to bond along with her dad over cream sodas and now reaches for Olipop’s tackle the basic taste.
Olipop moreover profiled common shoppers and households who’ve turn into converts. The model is encouraging followers to share their very own Olipop tales on-line, an present development it stated impressed the marketing campaign. The idea can also be meant to echo “Received Milk?” adverts from the ‘90s that centered on A-listers and their love of dairy.
Olipop, which was based in 2018, has been supporting extra research into its merchandise to show that they ship concrete well being advantages as competitors from business giants intensifies. PepsiCo acquired Poppi, a high rival, for almost $2 billion earlier this 12 months whereas The Coca-Cola Firm lately launched its first providing within the prebiotic soda house by way of its Merely line of drinks.
A necessity to face out has additionally resulted in elevated advertising and marketing exercise. Olipop in June partnered with Amazon to promote 1000’s of influencer-style reward bins for simply pennies, a knock towards a controversial Poppi marketing campaign across the Tremendous Bowl that noticed creators gifted with merchandising machines.
