- Olipop is headed on a national tour and looking out to rent two best friends to hitch the brand as “senior soda consultants,” per details shared with Marketing Dive.
- Social media-fluent consumers can apply for the positions now through March 22 for the prospect to hitch Olipop and travel to as much as 4 cities while generating content for the brand. The all-expenses-paid trip will offer as much as $40,000 if all 4 cities are accomplished.
- The first stop will happen on the East Coast from April 5-10. Afterward, participants could also be asked to proceed the tour and visit additional cities. The job signals how the soda brand is attempting to realize share within the competitive better-for-you category.
Olipop is occurring tour, and to mark the occasion, it’s searching for the last word dynamic duo for what it bills as a dream job: the chance to travel with the better-for-you soda brand on an all-expenses-paid trip across the country while capturing and sharing content from the journey. The effort represents ongoing bets by the brand on influencer marketing and indicates how creators have continued to cement their role as a marketing asset within the digital age.
The friendship duo chosen to function Olipop’s senior soda consultants may have the prospect to explore various cities while doubling as “soda pop-stars,” per the activation’s landing page, which entails capturing Olipop throughout the tour while educating others in regards to the product. The experience, which kicks off in April, pays $10,000 per city ($5,000 per person) for as much as 4 cities and canopy all expenses including airfare, food and a each day stipend.
Best friends with experience in content creation are encouraged to use online or via LinkedIn for the senior soda consultant role through March 22. Applicants must be comfortable with platforms including Instagram, TikTok and Threads, the Meta-owned competitor to X (formerly often called Twitter) that has recently amassed 130 million users. To apply, those interested must submit a resume and may optionally share a video of themselves and their best friend having fun with Olipop on either Instagram or TikTok and tag the brand together with the hashtag #OliDreamJob.
A concerted effort by Olipop to leverage creators could help it shore up a stronger connection to consumers, especially key younger demographics, and up its odds of building brand loyalty. Creator-led ads have a 1.4-times greater impact on constructing brand loyalty and a 1.3-times greater impact on inspiring brand advocacy, in line with a recent creator economy report by the Interactive Advertising Bureau and TalkShoppe. Accordingly, 44% of marketers this 12 months plan to extend their investment in content creators.
In addition, a buzzy marketing play could help Olipop break through the increasingly competitive better-for-you category, which has grown in popularity in recent times as consumers prioritize wellness. Olipop, which carries a tagline online of “healthy meets delicious,” was founded in 2017 and touts a “functional formula” filled with seven unique botanicals, plant fibers and prebiotics.
Others within the better-for-you category have unveiled creative marketing ploys recently, including Olipop competitor Poppi, which made its debut Super Bowl in February with a 60-second ad. “The Future of Soda is Now” positioned the upstart as a healthier option in comparison with other sodas available on the market. Beyond the soda category, Gatorade this week unveiled its recent electrolytes-packed Gatorade Water alongside a digital-first marketing campaign.
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