If there’s one thing I learnt on a recent visit to California (aside from that an hour-long drive can count as ‘popping out’) it’s that road trip refreshments are much needed. And after multiple stops at grocery stores and roadside cafes, one thing became clear: the UK’s soda game falls a little flat.
Enter Olipop: a brightly coloured can that was quite hard to miss next to the usual fizzy options in the drinks aisle. And after I saw it once, I saw it everywhere – from the supermarket giants to local eateries, even the unassuming small-town café seemed to stock it.
While the fun graphics and pretty pastels drew me in, it was upon further investigation that I realised it wasn’t just style and no substance. In fact, these sodas claimed to have a lot of substance – they were low-sugar, high-fibre, and actually very tasty (the Banana Cream flavour sounded like it shouldn’t work, but ended up becoming my favourite).
The researcher side of me, however, wanted to know more… And upon investigating their origin story, I realised that Olipop offers a great case study in how a deep cultural understanding of your target audience can help you to market health & wellness benefits in a way that resonates.
Here are five lessons Olipop teaches us about how to get it right with Gen Z:
🔍 1. Know Your Audience: Olipop’s viral success stems from a savvy marketing pilot: ditching paid ads for micro-influencer gifting. They met their Gen Z audience where they live -on TikTok – with more candid content designed to foster organic, viral growth. This strategy was key for connecting with a generation that values authenticity above all.
🦠 2. Follow Your Gut: The surging interest in digestive health (our work with Verb Biotics last year explored this in detail!), combined with Gen Z’s productivity obsession (think “5-9 before 9-5” routines and rising gym culture) created the perfect storm for Olipop. It’s a product that satisfies a sweet craving while simultaneously supporting a healthy lifestyle.
🍭 3. Keep the Science Sweet: Wellness can be overwhelming. Olipop excels by making health benefits accessible. Tapestry’s recent research into the Wellness Crowd identifies a group of consumers called ‘daily defenders’ who seek tangible benefits without complex jargon – something Olipop is doing incredibly well! Originally a ‘prebiotic seltzer’, they wisely rebranded to ‘a new kind of soda’, hitting the sweet spot for communicating digestible health messaging.
⌛ 4. Get Nostalgic: Olipop brilliantly leverages nostalgia, even for eras Gen Z didn’t experience first-hand (aka Historical Nostalgia). At Discover.ai’s event earlier this year we learnt how captivating this can be! From Barbie collaborations to retro flavour names like “Vintage Cola” (‘old-fashioned taste meets new-fashioned ingredients’), they expertly blend the past and present. Their wide range of distinct flavours and limited edition cans also taps into Gen Z’s love for collectibles.
🗓️ 5. Lean into Routine: Olipop confidently positions itself as a better-for-you alternative, directly challenging traditional sodas. Their message is clear and direct: ‘try smarter soda’. They encourage consumers to keep their established routines, like the 3pm Diet Coke break, but upgrade it to a gut-friendly option.
Taking this all together, and it’s hard to dispute that Olipop is a brand that gets its audience, speaks their language and solves a need. It taps into a growing interest in gut health & wellness and allows consumers to supplement their lifestyle with ‘healthier’ habits, not disrupt it.
Now don’t mind me while I wait for Olipop to make it across the Atlantic!
Whether you’re working with supplements, nutrition, fitness or more, understanding your audience when it comes to health and wellness motivations is essential. To find out more about your own target consumers, how to reach them and speak to them, check out our latest whitepaper here and get in touch for more!