I almost can’t remember watching a ‘what I eat in a day’ TikTok by an American influencer without spotting an Olipop soda somewhere in the video (Nara Pellmen Smith’s are my favorite). Now approaching its sixth year, the prebiotic soda brand has made the leap into outdoor advertising as it diversifies its marketing in search of more growth.

The company markets itself as a healthier alternative to traditional soda brands. Its sodas have 2 to 5 grams of sugar per 12-ounce can, compared with 39 sugar grams in a Coke and 41 grams in a Pepsi.

The campaign consists of 61 billboards and one mural in Chicago which launched on October 2nd as part of a campaign that will run through until Halloween. This is according to a recent interview with Chad Wilson, Olipop’s head of marketing.

Chicago artist Rahmaan Statik designed the ads, which highlight Olipop’s flavors. Some include references to the Windy City, such as one mural with a giant Chicago-style hotdog next to Olipop’s Vintage Cola beverage.

Why Chicago? The brand chose the city in an effort to build its popularity within the middle of the country—it’s more well-known on the coasts, Wilson said. “We really wanted to activate this first campaign in a less expected market.” A brand begins to make the jump from a startup to a larger brand when it sees growth in the Midwest, Wilson said. Chicago, with its large and diverse population, seemed like a good place to start, he added.

Following the brand’s widespread success on social media and UGC marketing, out-of-home was “the next logical channel” for Olipop’s marketing strategy, Wilson said. Wilson’s team decided it made sense to expand their marketing tactics offline—especially as Olipop gains more retail distribution.

Olipop’s sales grew 223% in 2022, making it the fastest-growing refrigerated functional beverage in the U.S., according to the brand. Olipop ended 2022 with $73.4 million in gross revenue, according to CNBC. The product is now available in the US at stores such as Costco and Target. 

Olipop is also experimenting with other forms of traditional advertising. In May, it tapped Grammy-nominated singer and Olipop investor Camila Cabello for its first TV campaign, titled “Real Love Makes Us.”

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