Dive Transient:
- Olipop is headed on a nationwide tour and seeking to rent two greatest associates to hitch the model as “senior soda consultants,” per particulars shared with Advertising Dive.
- Social media-fluent customers can apply for the positions now by way of 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 provide 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, contributors could also be requested to proceed the tour and go to extra cities. The job indicators how the soda model is trying to realize share within the aggressive better-for-you class.
Dive Perception:
Olipop is happening tour, and to mark the event, it’s trying to find 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 signifies how creators have continued to cement their position as a advertising asset within the digital age.
The friendship duo chosen to function Olipop’s senior soda consultants could have the prospect to discover varied cities whereas doubling as “soda pop-stars,” per the activation’s touchdown web page, which entails capturing Olipop in the course of the tour whereas educating others concerning the product. The expertise, which kicks off in April, pays $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 day by day stipend.
Greatest associates with expertise in content material creation are inspired to use on-line or through LinkedIn for the senior soda marketing consultant position by way of March 22. Candidates must be snug with platforms together with Instagram, TikTok and Threads, the Meta-owned competitor to X (previously generally known as Twitter) that has not too long ago amassed 130 million customers. To use, these should submit a resume and might optionally share a video of themselves and their greatest buddy 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 customers, particularly key youthful demographics, and up its odds of creating model loyalty. Creator-led adverts have a 1.4-times better affect on constructing model loyalty and a 1.3-times better affect on inspiring model advocacy, in accordance with a latest 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 play may assist Olipop break by way of the more and more aggressive better-for-you class, which has grown in reputation in recent times as customers prioritize wellness. Olipop, which carries a tagline on-line of “wholesome meets scrumptious,” was based in 2017 and touts a “purposeful components” filled with seven distinctive botanicals, plant fibers and prebiotics.
Others within the better-for-you class have unveiled inventive advertising ploys not too long ago, 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 possibility 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 marketing campaign.
