Dive Brief:
- Olipop is launching an ad campaign that spotlights testimonials of people who rediscovered their love of soda through its better-for-you products, including celebrities like Kristin Chenoweth and Joshua Jackson, per news shared with Marketing Dive.
- “Soda Stories” draws inspiration from iconic “Got Milk?” ads from the ‘90s that depicted a range of pop-culture icons sporting milk mustaches. In addition to stars, regular consumers recount their nostalgia for soda and how Olipop brought them back to the category as a more health-conscious option.
- Olipop is running the feel-good creative across owned and paid social channels, as well as out of home in select markets. Marketing around better-for-you soda continues to ramp up as more consumers gravitate to the category and competition rises.
Dive Insight:
Olipop’s latest campaign tracks the personal stories of celebrities and everyday fans who once indulged in soft drinks but eventually backed away from the habit due to health concerns, only to find a happy middle ground thanks to the better-for-you soda brand.
In the ads, personalities like Jackson and “White Lotus” actor Nicholas Duvernay recount their childhood connections to soda, like cracking open a can after a hockey game or a relative bringing over root beer as a treat. Each video begins with the interviewee taking a number and sitting down on a set themed around their nostalgic recollections while promoting a different Olipop variant, such as Grape and Doctor Goodwin.
Other famous faces featured in the effort include Broadway icon Chenoweth, who’s developed a ritual around sipping Olipop inspired by show night prep; football standout Travis Hunter, who turns to Crisp Apple for refreshment; and country artist Tanner Adell, who used to bond with her dad over cream sodas and now reaches for Olipop’s take on the classic flavor.
Olipop additionally profiled regular consumers and families who have become converts. The brand is encouraging fans to share their own Olipop stories online, an existing trend it said inspired the campaign. The concept is also meant to echo “Got Milk?” ads from the ‘90s that centered on A-listers and their love of dairy.
Olipop, which was founded in 2018, has been supporting more studies into its products to prove that they deliver concrete health benefits as competition from industry giants intensifies. PepsiCo acquired Poppi, a top rival, for nearly $2 billion earlier this year while The Coca-Cola Company recently released its first offering in the prebiotic soda space via its Simply line of beverages.
A need to stand out has also resulted in increased marketing activity. Olipop in June partnered with Amazon to sell thousands of influencer-style gift boxes for just pennies, a knock against a controversial Poppi campaign around the Super Bowl that saw creators gifted with vending machines.
