In just over a year since first venturing into TikTok marketing, prebiotic soda brand Olipop has quickly reached virality on the platform, to the point that its TikTok presence has become deeply interwoven with Olipop’s brand identity.
“The amount of people that now refer to us as ‘the TikTok soda’ is insane,” Steven Vigilante, Olipop’s head of new business development, told Ad Age. “We were in a Walmart shooting a commercial with Camila Cabello, and a family came up because we had a pallet of Olipop. They didn’t even notice Camila—they were just like, ‘It’s the TikTok soda!’”
Olipop launched in 2017, designed to offer a healthier alternative to traditional sugary sodas by swapping excessive sugar for fiber and prebiotics, but still serving classic soda flavors like root beer and cola. Today, the brand sells its sodas via its website, as well as through wholesale partnerships with a range of grocery retailers—including Target, Whole Foods, Kroger and Walmart—but Olipop’s business initially centered solely around its brick-and-mortar stores, located exclusively in California, Vigilante said.
The COVID pandemic forced the soda brand to shift gears from those California stores and instead invest in e-commerce, he said. And with that change came the need to rework Olipop’s marketing strategy, leading the brand to turn from in-store events and promotions to social media, influencer partnerships, and ultimately, TikTok—which is currently the only platform in Olipop’s social media budget, he said.
“We’ve turned off all of our ad spend across every other social platform, so we’re just running ads on TikTok, forming creator partnerships, and making content for our organic page,” Vigilante said. “[TikTok] is literally our entire strategy right now. And the last few months have been our best ever as a business after shutting off all of those other platforms.”