Abstract

The case illustrates the marketing success story of OLIPOP, a US based prebiotic soda brand that disrupted the healthy beverage market in the US through a well-executed integrated marketing strategy. OLIPOP was launched in 2018 by Ben Goodwin (Goodwin) and David Lester (Lester) with the mission of improving consumer health at scale. Unlike traditional soft drinks, OLIPOP contained plant-based fiber, prebiotics, and botanicals that supported digestive health – without compromising on the sweet, fizzy, and flavorful experience consumers expected from soda. Available in 17 flavors, the drink was sold online through its website, subscription service, and Amazon, as well as in over 30,000 retail stores across the US. Its appeal to both Gen Z and millennials was driven by a bold integrated marketing approach – leveraging digital platforms, social media, influencer and celebrity endorsements, content marketing, and sales promotions to deliver consistent brand messaging across all touchpoints. Generating an annual revenue of about US$400 million in 2024, OLIPOP emerged as a market leader in the healthy soda space in the US. The case discusses the challenges OLIPOP could face going forward. These included scrutiny over health claims, growing competition in the US beverages market, premium pricing, market expansion, maintaining brand authenticity, and innovating and developing new flavors while meeting a growing demand for sustainable sourcing and environmentally friendly packaging.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Analyze the marketing mix strategies employed by a beverage brand.
• Gain insights into Integrated Marketing and its role in driving a brand’s success.
• Identify the challenges faced by OLIPOP in scaling its brand and explore strategies to overcome them.

Keywords

Integrated marketing; prebiotic soda; brand positioning; digital marketing; marketing mix; influencer marketing; sustainable branding; content marketing; marketing management; Functional Beverage Brand