Olipop launches first OOH campaign—why it chose Chicago

Olipop, the prebiotic soda brand that first gained popularity via influencer and TikTok marketing, has made the leap into outdoor advertising as the 6-year-old brand diversifies its marketing in search of more growth. Brands on the rise A look at up-and-coming brands disrupting their categories Read more here The Oakland, California-based brand debuted 61 billboards and one mural in Chicago on Oct. 2 as part of a campaign that will run through Oct. 31, said Chad Wilson, Olipop’s head of marketing, in a recent interview. Chicago artist Rahmaan Statik designed the ads, which highlight Olipop’s flavors. Some include references to the Windy City, such as one mural with a giant Chicago-style hotdog next to Olipop’s Vintage Cola beverage. Out-of-home was “the next logical channel” for Olipop’s marketing strategy, Wilson said. After seeing success on digital channels such as TikTok and streaming TV, Wilson’s team decided it made sense to expand their marketing tactics offline—especially as Olipop gains more retail distribution. The brand, which generated significant online direct-to-consumer sales in its early days, is now available at stores such as Costco and Target. Olipop’s sales grew 223% in 2022, making it the fastest-growing refrigerated functional beverage in the U.S., according to the brand. Olipop ended 2022 year with $73.4 million in gross revenue, according to CNBC. The company markets itself as a healthier alternative to traditional soda brands. Its sodas have 2 to 5 grams of sugar per 12-ounce can, compared with 39 sugar grams in a Coke and 41 grams in a Pepsi. Olipop chose Chicago as the location for its first OOH campaign in an effort to build its popularity within the middle of the country—it’s more well-known on the coasts, Wilson said. “We really wanted to activate this first campaign in a less expected market.” Related: How Olipop is disrupting the soda category A brand begins to make the jump from a startup to a larger brand when it sees growth in the Midwest, Wilson said. Chicago, with its large and diverse population, seemed like a good place to start, he added. The campaign follows a recent trend of DTC brands investing more in OOH marketing. DTC companies such as body care brand Curie and cosmetics brand Maëlys ran their first out-of-home campaigns in August and July of this year, respectively. Olipop is also experimenting with other forms of traditional advertising. In May, it tapped Grammy-nominated singer and Olipop investor Camila Cabello for its first TV campaign, titled “Real Love Makes Us.” Check out the latest Ad Age events and award programs

Olipop launches first OOH campaign—why it chose Chicago

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