SPEC / CONCEPT WORKDTC · BEVERAGE · ACQUISITION + LIFECYCLE
OLIPOP
Bring the soda quitter back to the category, not just the brand: hand back permission to want soda, make the prebiotic fiber visible enough to believe, and take the risk off the first 12-pack. Then let limited flavor drops do the reordering.
3 ad comps
2 Klaviyo emails
1 strategy write-up
01 — THE BRIEF
The buyer
Someone who quit soda years ago and has been white-knuckling past the aisle ever since. They never stopped liking it — they did the sugar math and quit anyway, then settled for a sparkling water they merely tolerate. They assume ‘healthy soda’ is a compromise that tastes like one.
The job
Give them permission to want soda again, prove the fiber is real ingredients rather than a health claim, and make the first 12-pack risk-free enough to actually test the taste. Ads reopen the category; the welcome email carries the code and the flavor-drop send earns the repeat.
Three angles
02 — THE STRATEGY
ANGLE 01 · PERMISSION
Come back to soda
They were never wrong to love soda — they were right to quit the 39 grams of sugar riding along with it. Splitting those two apart hands the craving back without the guilt, so the can reads as a reunion instead of a compromise.
ANGLE 02 · MECHANISM
Good on the inside
Cassava, chicory, Jerusalem artichoke, nopal, calendula, kudzu — the OLISMART blend laid out around the can as food. Showing the ingredients makes ‘6g of prebiotic fiber’ land as a fact instead of a wellness claim to squint at.
ANGLE 03 · RISK REVERSAL
Love it or it’s free
The only real objection to a soda you’ve never tasted is ‘what if I hate it.’ All 12 cans, 45 days, money back — run against the four-flavor pack so nobody has to commit to a flavor to find theirs.
The work — ads
03 — FACEBOOK / IG
O
OLIPOP
Sponsored
You didn’t need to quit soda. You needed to quit the 39 grams of sugar riding along with it. Vintage Cola is the part you actually missed — the hiss of the tab, the caramel, the first cold sip — with 4g of sugar and 6g of prebiotic fiber instead. Cola taste, none of the fine print.
drinkolipop.com
6g fiber. 4g sugar. Still cola.
Shop now
Comp 1/3 · permission / nostalgia hook · 4:5 feed
O
OLIPOP
Sponsored
Cassava root. Chicory. Jerusalem artichoke. Nopal cactus. Calendula. Kudzu. That’s OLISMART — the prebiotic blend in every can, doing quiet work under the caramel. You taste a soda fountain; your gut gets a garden.
drinkolipop.com
What’s actually in the can
Shop now
Comp 2/3 · ingredient mechanism proof · 4:5 feed
O
OLIPOP
Sponsored
Drink all twelve. If the lineup isn’t for you, you get your money back — 45 days, no half-empty-pack technicality. Try all four flavors risk-free and let your taste buds cast the deciding vote.
drinkolipop.com
Try all 4 flavors, risk-free
Claim offer
Comp 3/3 · guarantee + variety offer · 4:5 feed
The work — emails
04 — KLAVIYO WELCOME + FLAVOR DROP
EMAIL 01 · CAMPAIGN — LIMITED-EDITION DROP
Subject
Raspberry Sherbet is here until it isn’t
Preview: Limited edition means limited — grab your 12-pack before it’s just a memory.
Note: the scarcity is the batch, not a fake timer — and the only discount on the page is Subscribe & Save, so a one-off flavor moment recruits a standing order instead of a coupon habit.
EMAIL 02 · WELCOME FLOW, DAY 0
Subject
You never had to quit soda (15% off inside)
Preview: The confession: we think you were right to love soda — and right to quit the sugar.
Note: one flat code (WELCOME15), said plainly — a welcome email’s job is the first order, not a puzzle. The stacking math sits in the P.S. so the reader discovers the $26 rather than being sold it.
05 — WHY IT CONVERTS
01
Permission out-converts persuasion. ‘You never had to quit soda’ agrees with the buyer twice before it asks for anything — cheaper than arguing someone out of a habit they already chose.
02
Ingredients do what adjectives can’t. Cassava, chicory and kudzu laid out around the can make a soda that’s good for you literally visible; ‘gut healthy’ on its own is a claim to be skeptical of.
03
The guarantee answers the only real objection. On a taste purchase the blocker is ‘what if I hate it.’ All 12 cans, 45 days, money back removes it before price is even in the conversation.
04
The drop recruits subscribers, not discount-hunters. The limited-flavor send carries no code at all — the only better price is Subscribe & Save, so scarcity converts into a standing order instead of training the list to wait for a sale.