In this episode, we meet Chad Wilson, Head of Marketing at Olipop.
Olipop is a better-for-you soda brand on a mission to make the world healthier and happier.
In this episode, we discussed growth into retail, structuring marketing teams, understanding the customer journey, and staying close to consumers.
Topics covered
Brand awareness and brand storytelling
Equity metrics to measure campaigns performance
Understanding and connecting with consumers emotionally.
Structuring and organizing marketing teams
Shift from D2C to retail post-Covid
Omnichannel and consistency
Testing TV and out of home channels
The rise of Tiktok as a marketing platform
Takeaways
Olipop's mission is centered around an emotional connection with consumers.
Since the COVID-19 pandemic, there has been a significant increase in retail sales, now constituting approximately 85% of total sales.
Chad mentions that TikTok can be a viable channel for reaching a wide audience, especially Gen Z.
The company is actively looking at calculating the lifetime value of its customers and has upcoming initiatives to increase customer numbers and long-term value.
Staying close to consumers is crucial, Chad emphasizes the need to prioritize them in decision-making.
Olipop introduced TV and out-of-home advertising channels in 2023 to focus on more upper-funnel messaging and reach a larger audience.
Olipop's Chicago campaign surpassed industry benchmarks with 80% brand affinity, exceeding the 50% benchmark.
Olipop faced a challenge bridging the consumer experience and customer across different channels, including digital and in-person touchpoints.
Please let us know your thoughts about the episode!
