Oakland-based prebiotic soda brand, Olipop, known for its initial success through influencer and TikTok marketing, is making a bold move into outdoor advertising. And that move is coming to Chicago. This diversification in marketing strategy comes as the brand seeks further growth in an ever-competitive market.
In a recent interview in AdAge, Chad Wilson, Olipop’s head of marketing, revealed that the brand has launched an extensive advertising campaign in Chicago. The campaign, which includes 61 billboards and one mural, began on October 2 and will run until October 31. Notably, Chicago artist Rahmaan Statik has designed these eye-catching ads, which focus on showcasing Olipop’s various flavors.
Some of the creative designs even incorporate elements that pay homage to the Windy City, such as a mural featuring a giant Chicago-style hotdog next to Olipop’s Vintage Cola beverage.
According to Wilson, taking the brand’s marketing offline through out-of-home (OOH) advertising was a strategic decision. This move follows Olipop’s prior success on digital platforms like TikTok and streaming TV. With Olipop now achieving greater retail distribution, including availability in major stores like Costco and Target, the OOH channel became the “next logical step” in its marketing strategy. Take a look below:
Olipop’s sales have seen remarkable growth, with a 223% increase in 2022. This impressive growth has propelled Olipop to become the fastest-growing refrigerated functional beverage brand in the U.S. The brand concluded 2022 with a gross revenue of $73.4 million, as reported by CNBC.
Olipop has positioned itself as a healthier alternative to traditional soda brands, with its sodas containing only 2 to 5 grams of sugar per 12-ounce can, in stark contrast to the 39 grams found in a Coke and 41 grams in a Pepsi.
Choosing Chicago as the location for their first OOH campaign was a deliberate move to expand Olipop’s popularity in the central part of the country, where the brand is comparatively less known. According to Wilson, “We really wanted to activate this first campaign in a less expected market.”
As Olipop makes the transition from a startup to a larger brand, its decision to target the Midwest, starting with Chicago, is strategic. Chicago, with its large and diverse population, serves as an ideal starting point to further establish the brand’s presence in the region.
Olipop’s foray into OOH advertising aligns with a growing trend among direct-to-consumer (DTC) brands, as more of them invest in this traditional advertising medium. Brands like Curie, a body care brand, and cosmetics brand Maëlys recently ran their inaugural OOH campaigns in August and July of this year, respectively.
Olipop has also explored other forms of traditional advertising. In May, the brand collaborated with Grammy-nominated singer and Olipop investor, Camila Cabello, for its first TV campaign, titled “Real Love Makes Us.” This multi-pronged approach to advertising is indicative of Olipop’s commitment to reaching a wider audience and solidifying its position in the beverage industry.
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