Fizz, Flavour, and Fame: Inside Olipop’s Refreshingly Creative Marketing

Olipop is killing the marketing game, blending innovation, authenticity, and a splash of celebrity endorsement. Ranked Number 5 on Ad Age’s 2023 Marketers of the Year list, Olipop’s journey from niche health stores to mainstream sensation offers a refreshing take on modern brand strategy.

When the pandemic started in 2020, Olipop set out on a strategic marketing overhaul. Embracing the power of social media, particularly TikTok, the brand tapped into a new realm of audience interaction. Collaborating with influencers such as @miah_pie, who alone brought in 150 million views for the brand, Olipop blew up, securing a spot in countless households’ refrigerators.

This strategic shift resulted in impressive outcomes as Olipop’s sales continued to grow, soaring by an incredible 223% in 2022, bringing it to the top of the refrigerated functional beverage market with $73.4 million in gross revenue.

One of Olipop’s standout marketing tactics revolves around embracing online trends and consumer behaviours. The emergence of the “Sleepy Girl Mocktail” trend, popularized by influencer Gracie Norton, captivated the attention of millions. Norton’s mocktail, which included tart cherry juice, magnesium powder, and Lemon Lime Olipop, caught the attention of Olipop’s team.  Recognizing the potential of this trend, Olipop seized the opportunity to curate engaging campaigns like “Mocktails in Minutes.” These initiatives ignited a wave of consumer enthusiasm, encouraging users to experiment with Olipop and share their experiences online. As a result, Olipop not only boosted its online presence but also strengthened its connection with its audience in meaningful and creative ways.

Backed by a star-studded roster of investors including Gwyneth Paltrow, Camila Cabello, and The Jonas Brothers, Olipop’s integration into cultural moments has further amplified its brand visibility. From cameo appearances in music videos to strategic product placements, Olipop continues to captivate audiences worldwide.

Looking ahead, Olipop remains committed to innovation and consumer engagement. With a keen eye on emerging trends and a dedication to authenticity, Olipop’s marketing journey is a testament to the power of creativity and collaboration in today’s digital age.

As Olipop continues to evolve and expand its presence across diverse platforms, one thing remains certain: the fizzy revolution is here to stay.