OLIPOP: A Marketing Success Story
| Case Code: MKTG473 Case Length: 15 Pages Period: 2018-2024 Pub Date: 2025 Teaching Note: Available |
Price: Rs.400 Organization : OLIPOP Industry : Food & Beverage Countries : United States Themes: Marketing Strategy, Marketing Mix, Branding Strategy,Marketing Communication |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Reinventing Soda
OLIPOP positioned itself as a widely appealing, health-focused beverage brand catering to a wide audience. When it hit the shelves for the first time, several analysts and experts were skeptical about the ability of a healthy soda brand to succeed in the intensely competitive beverages space. But with determination and creativity,..
Marketing Done Right
OLIPOP collaborated with micro and macro-influencers who aligned with their brand values. Influencers shared their personal experiences with the brand, highlighting the health benefits of the soda. OLIPOP’s influencer marketing strategy focused on authenticity, targeted alignment, and creative collaborations to drive growth and align with the brand’s values. By selecting influencers who..
Omni Channel Distribution
OLIPOP’s distribution strategy evolved from initially targeting health and wellness stores to focusing on the broader, general market. The founders recognized early that exclusive placement of the cans in health stores would restrict their reach and sales potential. They rebranded and expanded to appeal to a wider audience – consumers who were health-conscious but not exclusively seeking wellness products..
Focus on Sustainability
OLIPOP demonstrated its commitment to sustainability through initiatives that cut down the environmental impact of the healthy soda giant. As a Public Benefit Corporation (PBC) – from sourcing practices to organizational culture – all activities were driven by a pioneering vision focused on improving human health while safeguarding the planet. The approach that OLIPOP followed was comprehensive..
Challenges Ahead
Going forward, Goodwin and Lester faced several challenges in strengthening OLIPOP’s position in the beverage industry. These included addressing scrutiny over OLIPOP’s health benefit claims, competing with leading beverage brands and their healthier alternatives, justifying its premium pricing, expanding into new markets..
Exhibits
Exhibit I: OLIPOP’s Packaging
Exhibit II: OLIPOP’s ‘Interest over Time’ Graph
Exhibit III: OLIPOP’s Estimated Media Value (EMV)
Exhibit IV: OLI-themed Portraits
Exhibit V: OLIPOP’s Virtual Peaches and Cream Kitchen
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