March 5, 2024

Chad Wilson @ Olipop

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


  • 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!

Where to find Chad Wilson:



Where to find Kait Stephens: