Soda Wars: OLIPOP vs. Poppi Strategies
Two soda brands, two distinct vibes, and two completely different strategies. OLIPOP and Poppi may both sit on the trendy, better-for-you beverage shelf, but their public relations and marketing approaches couldn’t be more different. Where one positions itself as a hero of health, the other flaunts its playful, influencer-approved charm. Let’s break down how their PR strategies make them stand out-and what marketers can learn from their fizz-filled rivalry.
OLIPOP: The Soda Replacement
The Promise: A healthier alternative to traditional soda, with the nostalgia of classic flavors like Vintage Cola and Root Beer-but without the guilt.
OLIPOP’s PR strategy is rooted in solving a problem. Their messaging consistently communicates the harm of sugary sodas and offers OLIPOP as the better choice. It’s not just a drink; it’s a lifestyle shift toward health and wellness.
Key Tactics:
Data-Driven Storytelling: OLIPOP leans heavily on its functional benefits. They emphasize gut health, low sugar, and prebiotics in their press releases and marketing materials. Backed by scientific studies and expert endorsements, their messaging feels credible and trustworthy.
Thought Leadership: Founders Ben Goodwin and David Lester are frequently spotlighted in articles about health innovation, entrepreneurship, and food trends. This positions OLIPOP as more than just a soda company-it’s a brand with a mission.
Editorial Placements: OLIPOP secures glowing write-ups in wellness-forward publications like Well+Good and MindBodyGreen. Their PR team ensures the focus stays on health benefits, appealing to a health-conscious audience.
Testimonials as Proof Points: Celebrity fans like Camila Cabello praising OLIPOP's health benefits give the brand added credibility.
The result? OLIPOP becomes the guilt-free solution for soda lovers looking to make better choices, perfectly targeting millennials and Gen Zers chasing wellness trends.
Poppi: The Soda That Redefines Fun
The Promise: It’s still soda-but trendy. Poppi takes the opposite approach, embracing fun, bold, and unapologetically vibrant branding that screams “social media aesthetic.”
Poppi’s PR playbook isn’t about replacing anything. It’s about reimagining soda as a lifestyle statement that’s quirky, bold, and cool.
Key Tactics:
Influencer Partnerships: Poppi masters influencer marketing like no other. Their partnerships with Instagram and TikTok creators are carefully curated to align with their playful, vibrant branding. The goal isn’t to explain the product-it’s to show how cool it looks in your hand.
Social Media Dominance: Poppi’s PR strategy thrives on its shareability. Their packaging-a rainbow of bright colors with a retro-modern aesthetic-stands out on Instagram feeds. It’s a product designed for “the grid.”
Pop Culture Hooks: Poppi leans into trends with playful campaigns. They use timely memes, bold humor, and cultural references to stay relevant and fresh.
Experiential PR: From pop-up sampling events to branded merch, Poppi’s PR efforts center around creating an experience. Their tagline could easily be, “It’s not just soda-it’s a mood.”
The result? Poppi isn’t trying to fix soda’s reputation; they’re celebrating it in a way that makes you want to sip while snapping a pic. The message is clear: drinking Poppi isn’t just a choice; it’s a lifestyle.
The Takeaway: Solving Problems vs. Selling Vibes
Both OLIPOP and Poppi succeed in their own lanes because they’ve mastered one critical element: clarity in messaging.
OLIPOP’s Strategy: They thrive on solving a specific, real-world problem. Their PR strategy builds trust and credibility by focusing on facts, science, and better-for-you messaging.
Poppi’s Strategy: They win by selling a feeling. Their PR team leans into storytelling, visuals, and experiences that make you want to join the party, even if it’s just for the aesthetic.
OLIPOP and Poppi prove there’s more than one way to pop your PR strategy.