Dive Temporary:
- Olipop is headed on a nationwide tour and trying to rent two greatest associates to hitch the model as “senior soda consultants,” per particulars shared with Advertising Dive.
- Social media-fluent shoppers can apply for the positions now via March 22 for the prospect to hitch Olipop and journey to as much as 4 cities whereas producing content material for the model. The all-expenses-paid journey will supply as much as $40,000 if all 4 cities are accomplished.
- The primary cease will happen on the East Coast from April 5-10. Afterward, members could also be requested to proceed the tour and go to extra cities. The job alerts how the soda model is trying to realize share within the aggressive better-for-you class.
Dive Perception:
Olipop is occurring tour, and to mark the event, it’s looking for the final word dynamic duo for what it payments as a dream job: the chance to journey with the better-for-you soda model on an all-expenses-paid journey throughout the nation whereas capturing and sharing content material from the journey. The hassle represents ongoing bets by the model on influencer advertising and marketing and signifies how creators have continued to cement their position as a advertising and marketing asset within the digital age.
The friendship duo chosen to function Olipop’s senior soda consultants can have the prospect to discover varied cities whereas doubling as “soda pop-stars,” per the activation’s touchdown web page, which entails capturing Olipop through the tour whereas educating others concerning the product. The expertise, which kicks off in April, can pay $10,000 per metropolis ($5,000 per particular person) for as much as 4 cities and canopy all bills together with airfare, meals and a each day stipend.
Finest associates with expertise in content material creation are inspired to use on-line or by way of LinkedIn for the senior soda marketing consultant position via March 22. Candidates needs to be comfy with platforms together with Instagram, TikTok and Threads, the Meta-owned competitor to X (previously referred to as Twitter) that has just lately amassed 130 million customers. To use, these should submit a resume and might optionally share a video of themselves and their greatest good friend having fun with Olipop on both Instagram or TikTok and tag the model together with the hashtag #OliDreamJob.
A concerted effort by Olipop to leverage creators may assist it shore up a stronger connection to shoppers, particularly key youthful demographics, and up its odds of building model loyalty. Creator-led adverts have a 1.4-times higher impression on constructing model loyalty and a 1.3-times higher impression on inspiring model advocacy, in line with a current creator financial system report by the Interactive Promoting Bureau and TalkShoppe. Accordingly, 44% of entrepreneurs this yr plan to extend their funding in content material creators.
As well as, a buzzy advertising and marketing play may assist Olipop break via the more and more aggressive better-for-you class, which has grown in recognition in recent times as shoppers prioritize wellness. Olipop, which carries a tagline on-line of “wholesome meets scrumptious,” was based in 2017 and touts a “purposeful formulation” filled with seven distinctive botanicals, plant fibers and prebiotics.
Others within the better-for-you class have unveiled inventive advertising and marketing ploys just lately, together with Olipop competitor Poppi, which made its debut Tremendous Bowl in February with a 60-second advert. “The Way forward for Soda is Now” positioned the upstart as a more healthy choice in comparison with different sodas available on the market. Past the soda class, Gatorade this week unveiled its new electrolytes-packed Gatorade Water alongside a digital-first advertising and marketing marketing campaign.
