OLIPOP Advertising Campaign Project

Executive Summary

OLIPOP, a 2018 Oakland, California startup, integrates plant fiber, prebiotics, and botanicals to promote gut health and maintain the microbiota. The business claims that in just three years, this "New Kind of Soda" is upending the carbonated soft drink (CSD) market with a tasty and healthy beverage for your digestive system (Harfmann, 2021). The OLIPOP advertising campaign aims to elevate the brand's presence in the health beverage market by broadening distribution channels and increasing brand awareness. Through a dynamic and engaging advertising strategy, the campaign will highlight OLIPOP's unique health benefits and irresistible flavors, connecting with health-conscious consumers through innovative marketing strategies, impactful storytelling, and strategic partnerships. The campaign's core mission is to ensure OLIPOP becomes the preferred choice for consumers seeking a delicious and nutritious alternative to traditional sodas.

The OLIPOP advertising campaign seeks to dramatically improve the brand's standing in the health beverage industry by expanding distribution channels and raising brand recognition. With creative marketing techniques, a compelling narrative, and well-thought-out alliances, the goal is to appeal to health-conscious customers and establish OLIPOP as the go-to option for anyone looking for a tasty and wholesome soda substitute.

Studies show that OLIPOP is becoming more popular, as seen by a significant rise in Google searches that corresponds with current advertising campaigns. The brand's marketability and attractiveness have increased due to its involvement with well-known celebrities and practical TikTok approach. Notwithstanding, obstacles must be resolved, including product availability and cost concerns.

One of OLIPOP’s strongest points is its distinctive positioning as a health-focused soda containing plant fibers, botanicals, and prebiotics. However, higher pricing points and restricted availability in some areas might be obstacles. The program aims to increase market penetration by forming strategic alliances and expanding distribution channels in response to the growing consumer interest in health and wellness products.

The marketing goals for the following quarter are to increase website traffic by 25%, social media engagement by 20%, and sales among health-conscious consumers by 15%. In addition, over the next year, the campaign will investigate competitive pricing techniques to boost market saturation in the targeted regions by 10%.

The campaign will highlight the health advantages, natural ingredients, and revitalizing tastes of OLIPOP, focusing on young people and middle-aged customers in urban and suburban locations, especially those who are health-conscious and have completed college. Key themes like "Revitalize Your Soda Experience with OLIPOP" and "Healthy Never Tasted So Good" will highlight OLIPOP's distinctive value proposition and position the product as the ideal fusion of health and flavor. In six months, the ultimate objective is to achieve a 20% increase in first-time purchases and brand recognition.

Mission Statement

The mission of this campaign is to elevate the client’s presence in the health beverage market by expanding distribution channels and increasing brand awareness. This campaign aims to create a dynamic and engaging advertising campaign highlighting OLIPOP’s unique health benefits and irresistible flavors. The mission is to connect with health-conscious consumers through innovative marketing strategies, impactful storytelling, and strategic partnerships,

ensuring OLIPOP becomes the preferred choice for consumers seeking a delicious and nutritious alternative to traditional sodas.

Research and Consumer Insights

Secondary Data

Google trends reflect that searches for OLIPOPs were on the rise in the first week of January 2024, which aligns with OLIPOPs’ out-of-house campaign, which consisted of 61 billboards and one mural in Chicago that began in October 2023 (Zaini, 2024). Since December 17, 2023, searches for OLIPOP soda have remained steady between 75 to 100 searches. Searches for OLIPOP peaked regionally in the District of Columbia, Utah, and New Hampshire.

The top searches about OLIPOP are related to the health benefits that prebiotic sodas provide. Many claim these healthy sodas boost gut health and provide a nutritious alternative to sugar-filled sodas such as Sprite and Pepsi. OLIPOP and Poppi are the leading names in the

prebiotic soda market. Poppi is most prevalent in Louisiana, Mississippi, and Alabama, so their subregion markets are distinct.

The involvement of high-profile celebrities like Camila Cabello, Priyanka Chopra Jonas, Nick Jonas, Joe Jonas, Kevin Jonas, Mindy Kaling, Logic, and Gwyneth Paltrow strongly indicates OLIPOP’s appeal and marketability. These celebrities bring attention to the brand, lend credibility, and attract substantial fan bases. The brand focused on TikTok for influencer partnerships because of the platform’s potential to reach a broad and diverse audience. OLIPOP successfully reached a thriving user base that values authentic and enjoyable content by prioritizing TikTok over other social media sites. The hiring of Sara Crane, a committed creator, by OLIPOP to manage their TikTok account is evidence of the value of accurate, relevant material. Sara's frequent video appearances helped establish a rapport with fans, increasing their familiarity and trust with the brand. TikTok consumers like non-sales and enjoyable content;

thus, OLIPOP’s strategy of integrating product placements in organic content rather than specific promotional films makes sense. As seen by the hashtag #OlipopPartner, which has received over 560 million views, this strategy has been successful. Try using a similar understated strategy to reach a broad audience and keep the brand accurate.

The analyzed social media platforms were Instagram, Facebook, and X (formerly Twitter). The timeframe analyzed was the last three months, and the keywords were "OLIPOP" and "#OLIPOP.” A social media analysis revealed that trends showed a spike in positive sentiment during a recent marketing campaign. Negative sentiments spiked when there was a product availability issue. Key insights revealed that consumers responded positively and appreciated OLIPOP’s unique flavors and health benefits, spiking during a recent launch of a new flavor. The negative sentiments observed were some customers expressing dissatisfaction with product availability and pricing. Some consumers also mentioned issues with customer service. There are general discussions about OLIPOP, including comparisons with other brands and mentions of healthy beverages.
Situation Analysis

OLIPOPs greatest strength is how they are marketed as a healthy alternative to traditional sodas, which appeals to health-conscious consumers. Using prebiotics, botanicals, and plant fibers in its innovative product line differentiates OLIPOP from other beverages. OLIPOP has a strong brand identity, with effective branding and packaging that stands out on shelves. On the other hand, the higher price point of OLIPOP compared to regular sodas might limit its appeal to budget-conscious consumers. Limited availability in certain regions or stores could hinder market penetration. Despite strong branding, there might be a need for more awareness among the general public.

There are many opportunities for OLIPOP to grow in the niche market of which it is a part. There is an increasing consumer interest in health and wellness products, providing a growing demand for OLIPOP. There are opportunities to expand distribution channels both online and offline. Potential partnerships with health food stores, fitness centers, and wellness influencers can further promote OLIPOP. However, established brands in the health beverage market are competing against OLIPOP. Potential changes in health regulations and labeling requirements could also pose challenges.
Marketing Objectives

OLIPOP should achieve a 20% increase in social media engagement across platforms, including TikTok, Instagram, and Facebook, within the next six months to increase brand awareness. Engagement will be measured through metrics such as likes, shares, comments, and follower growth, with targeted influencer partnerships and viral content strategies designed to maximize reach and visibility. Additionally, OLIPOP should implement online and offline promotional events and campaigns to boost brand recognition and consumer engagement.

To target health-conscious consumers, OLIPOP should plan to expand its product offerings and educational content, highlighting the health benefits of its beverages. The objective should be to increase website traffic by 25% and boost sales of OLIPOP products by 15% among health-conscious segments within the next quarter. Increased website traffic could be achieved through collaborations with wellness influencers, partnerships with health and fitness organizations, and the creation of informative content that emphasizes the prebiotic and botanical ingredients of OLIPOP.

To explore a competitive pricing strategy, OLIPOP should conduct market research to identify optimal price points that balance consumer affordability with brand profit. The objective

is to increase market saturation by 10% in targeted regions within the next year, which could be achieved by implementing strategic pricing promotions, discounts, and value packs. OLIPOP should monitor sales data and consumer feedback to refine its pricing approach, ensuring it remains competitive while maintaining its products’ premium quality and unique value proposition.

Target Market

OLIPOP primarily targets young adults and middle-aged individuals, ages 18-45, with a slight skew towards females, who are often more health-conscious and proactive about their dietary choices. This demographic typically falls within the middle to upper-middle income levels, as OLIPOP is a premium product with a higher price than regular sodas. Additionally, the target audience is generally college-educated, making them more likely to be aware of and interested in health and wellness trends.

Psychographically, OLIPOP appeals to health-conscious individuals who actively seek healthier alternatives to traditional sodas and are mindful of their diet. They lead active lifestyles and prefer products that align with their health goals. These consumers value natural ingredients and sustainability. They usually buy natural and organic items, are prepared to pay extra for high-end health products, and are ahead of health trends.

Geographically, OLIPOP’s primary market is in urban and suburban areas, with a higher concentration of health-conscious consumers and access to specialty stores and health food markets. The brand is trendy in regions with a strong emphasis on health and wellness, such as the West Coast (California, Oregon, Washington), the Northeast (New York, Massachusetts), and other major metropolitan areas across the U.S. OLIPOP is available in health food stores, organic markets, upscale grocery stores, and through online retailers to reach a broader audience.

Advertising Creative Strategy

The primary objective of the OLIPOP campaign should be to increase brand awareness and first-time buyers among health-conscious consumers. This can be achieved by showcasing OLIPOP’s unique health benefits and refreshing flavors, aiming to increase sales by 20% within six months. The target audience consists of individuals ages 18 to 45 who are young adults and middle-aged. The ideal consumer is typically health-conscious and prioritizes natural and sustainable products.

The critical consumer benefits include health benefits, natural ingredients, delicious flavors, and low sugar. OLIPOP is packed with prebiotics, botanicals, and plant fibers that support digestive health. Scientific studies and expert endorsements highlight the benefits of prebiotics and plant fiber for digestive health. OLIPOP is made with natural ingredients, which makes it a healthier alternative to traditional sodas; the brand provides transparency in ingredient sourcing, including organized certifications and clean labeling practices. OLIPOP offers various tasty and refreshing flavors that cater to anyone’s taste preferences. Based on positive reviews and customer feedback, there should be an emphasis on the great taste and variety of flavors. Finally, OLIPOP contains significantly less sugar than traditional sodas, making it a guilt-free alternative. A comparison of OLIPOP’s nutritional information with traditional sodas highlights the significant reduction in sugar content.

The message strategy will focus on conveying OLIPOP as the perfect blend of health and taste. Key messages will include: "Revitalize Your Soda Experience with OLIPOP,” "Taste the Difference: Natural Ingredients, Real Benefits,” "Healthy Never Tasted So Good,” and "Join the OLIPOP Revolution: Deliciously Refreshing, Naturally Better."

Creative Execution

Radio Ad Script
Narrator: [Upbeat and lively tone] "Are you ready to revolutionize your soda experience? Meet OLIPOP, the deliciously refreshing soda packed with prebiotics, botanicals, and plant fibers!" Sound Effect: [Sound of a soda can opening and fizzing]
Narrator: "OLIPOP is not just any soda. It is a healthy alternative that supports your digestive health while tantalizing your taste buds. Say goodbye to empty calories and hello to a burst of natural flavor in every sip."
Sound Effect: [Cheerful music in the background]
Narrator: "With flavors like Vintage Cola, Strawberry Vanilla, and Ginger Lemon, there is an OLIPOP for every occasion. Perfect for picnics, parties, or a relaxing evening at home."
Voice 1: [Happy customer] "I love OLIPOP! It is my go-to drink. It tastes amazing, and it is good for me, too!"
Narrator: "Join the OLIPOP revolution today! Available at your local grocery store or online at drinkolipop.com."
Sound Effect: [Soft pop and fizz sound]
Voice 1: "OLIPOP – soda you can feel good about. Refresh, enjoy, and thrive!"
Narrator: "Remember, that is drinkolipop.com. Refreshingly good for you!"
Sound Effect: [Fading out with light, upbeat music]

The following strategy that could be implemented is social media posts for Instagram. These posts will each highlight different flavors and promotional deals. Following a recognizable pattern for posts lends consistency that consumers appreciate. Posting about flavors at least three times a week for three weeks would lend to making consumers aware of product choices. Here are two examples.

The final strategy should be influencer marketing, which should have a proven track record. If creators seamlessly feature the prebiotic soda in their videos, it promotes the product to the consumer without an obvious script or shoving the advertisement in their faces.

References

Harfmann, B. (2021, August 19). Olipop brings digestive health benefits, less sugar and “pop” to the industry. Beverage Industry RSS. https://www.bevindustry.com/articles/94358-olipop-brings-digestive-health-benefits-less-s ugar-and-pop-to-the-industry#:~:text=Up%20Close%20With-,OLIPOP%20brings%20dige stive%20health%20benefits%2C%20less%20sugar%20and%20’pop’,digestive%20health %2C%20Ben%20Goodwin%20says.

Healthy Prebiotic Soda. OLIPOP. (n.d.). https://drinkolipop.com/
Nain, P. (2023, March 23). Cracking open the can: Olipop’s influencer marketing strategy

unveiled. SARAL. https://www.getsaral.com/academy/olipop-influencer-marketing

Zaini, A. (2024, January 10). Olipop Ooh campaign: Pioneering first-ever campaign. oOHmatters. https://oohmatters.firstboard.com.my/olipops-bold-move-breaking-ground-with-first-ever- ooh-marketing-campaign/

Sophieeizen@gmail.com

Sophie Eizen