Dive Brief: 

• Olipop is introducing a limited-edition soda flavor called Pineapple Paradise with a Roblox gaming experience, per details shared with Marketing Dive. The flavor is in collaboration with forthcoming film “SpongeBob Squarepants: Search For SquarePants.” 
• Starting Aug. 8, consumers within the existing SpongeBob Tower Defense game will be able to collect cans of Pineapple Paradise as an in-game reward. Players can also complete quests, unlock five different can designs and receive a code for free product. 
• The better-for-you soda brand is also encouraging consumers to collect all five physical versions of the can and submit proof online to win exclusive prizes. Olipop’s latest pop-culture play is designed to grow loyalty with younger men, per release details. 

Dive Insight: 

Olipop is paying homage to SpongeBob — who famously lives in a pineapple under the sea — for its latest flavor, a move meant to help the soda brand connect with young men. The choice to activate on Roblox could help the brand achieve its goal, with men making up the majority of the platform’s users globally. The announcement arrives ahead of the release of “SpongeBob SquarePants: Search For SquarePants” on Dec. 19. 

From Aug. 8 at 3 p.m. ET through Aug. 17, consumers who play the SpongeBob Tower Defense game on Roblox will be able to collect Olipop’s Pineapple Paradise flavor as an in-game item to help level up their units. The reward is meant to represent the brand’s commitment in the real world to supporting gut health through better-for-you ingredients. Additionally, 5,000 players will receive a code for a free 4-pack of Pineapple Paradise.

Olipop is also bringing the hunt for its cans to the real world, encouraging consumers to find all five physical can designs for the limited-edition flavor and submit their entries on a microsite beginning Sept. 2 to redeem points that translate to prizes including limited-edition merchandise and a mini fridge. Pineapple Paradise is described as having a sweet and citrusy taste with pineapple and mandarin notes. The product, which showcases graphical expressions from the SpongeBob franchise on all five can designs, is available at major retailers nationwide.

The choice to activate on Roblox could help Olipop broaden its reach. The platform reported 111.8 million daily active users in Q2, a 41% year-on-year increase, according to an earnings statement. The platform is also a staple among younger generations including Gen Alpha. Marketers including McDonald’s, Chipotle and The General have recently launched gaming activations on platforms like Minecraft, Roblox and Fortnite. 

The latest pop-culture play from Olipop arrives as the better-for-you soda wars intensify. PepsiCo recently purchased prebiotic soda brand Poppi for nearly $2 billion, and Coca-Cola introduced its first entry into the category, called Simply Pop, earlier this year. Olipop, which was founded in 2018, touts high fiber and between two to five grams of sugar per can. 

Beyond its latest marketing stunt, Olipop in July launched a campaign spotlighting the testimonials of people who rediscovered their love of soda through its healthier ingredients, including celebrities Joshua Jackson and Kristin Chenoweth. Earlier this summer, the brand teamed with Amazon Ads for a campaign inclusive of a nostalgia-themed travel experience and influencer-style PR boxes targeted at everyday consumers.