- Olipop is taking indirect aim at one of the better-known soda brands – and its mountain-themed, citrus-boosted, high-energy flavor – in a new campaign for its latest flavor, “Ridge Rush,” per materials shared with Marketing Dive.
- In addition to its mountain-themed packaging and name, the better-for-you soda brand’s campaign for the new flavor takes on its larger rival with a cheeky tagline in out-of-home ads, “A Can of Do.”
- The campaign, from agency Haymaker, also includes video spots directed by comedic duo Fatal Farm (best known for steering segments for the sketch show “I Think You Should Leave”) that position Olipop’s flavor as the right beverage to beat a day slump.
Move over, Mountain Dude, Olipop is coming for you. Without ever stating it of their press materials, it’s pretty clear who the better-for-you soda brand has in its sights with its latest Ridge Rush launch. The packaging includes mountain silhouette outlines; the flavour is an “exhilarating fusion of lemon, lime and orange juices,” enhanced with 50mg of green tea caffeine and 4g of sugar; and the tagline just about speaks for itself.
The brand can be going after Mountain Dew’s core younger consumers with targeted promotions like Olipop University, which offered college students a likelihood to get a sneak peek (and taste) of the drink before it was released to the general public. The brand can be wrapping John Hunter Nemechek’s automotive within the Ridge Rush branding for the Sept. 8 NASCAR race and partnering with former NFL great Shannon Sharpe on recreating a viral Mountain Dew TikTok video.
Olipop’s campaign also includes two video commercials directed by the comedy duo Fatal Farm, depicting how the new Ridge Rush flavor helps combat the late afternoon slump. In one business, two paleontologists feel overwhelmed attempting to put together a skeleton within the afternoon. After drinking the Ridge Rush, they realize nobody really knows what the animals of the past looked like anyway and just put the bones together haphazardly.
In the second business, an alien hits the late afternoon, defeated that he won’t ever have the ability to overcome Earth. His human colleague gives him an Olipop, which reinvigorates the alien to try again and, after zapping away his colleague in a green flash, feels able to tackle the world.
Olipop’s run at Mountain Dew comes just because the larger brand is renewing its claim to being the brand of outdoors and fun. Mountain Dew recently reclaimed its decades-old tagline, “Do the Dew,” and introduced a spokescharacter, The Mountain Dude, who charges into Gen Z living spaces and gets them to play games in the nice outdoors. As part of that campaign, Mountain Dew recently launched a promotion using geofencing technology to offer anyone who passed through the Mountain Time Zone a free product sample.
Olipop is little question counting on some of that reflected interest to spice up its Ridge Rush flavor, particularly as consumers search for healthier options. The better-for-you snacks category has exploded lately and is anticipated to achieve $54 billion in sales by the top of 2032.
Founded in 2017, Olipop touts its high-fiber and low-sugar content and claims to be the leader within the functional soda category. The brand has faced competition of late, with rival Poppi making its debut in the course of the Super Bowl earlier this yr with a 60-second business touting its product with the tagline, “The Future of Soda is Now.”
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