How a startup brand took on beverage industry giants—and won
By SellerBites
November 27, 2024
The beverage industry is one of the most competitive markets. Aside from being filled with large multinational players, the large variety of products may overwhelm those who want to enter the game.
But this didn’t stop Olipop from trying its luck. And it was a good decision because that luck turned into a huge success.
Beating beverage giants 🥊
Stand out in the ecommerce game 🧑🎤
Science = success 🔬
Elevate your brand aesthetic 🪞
SCRATCHING THE SURFACE
How a healthy soda startup took on beverage giants—and won
Who doesn’t want the fizz of a classic soda every now and then? Ben Goodwin, the founder of Olipop, even wakes up at 3 AM to think about it. The bubbly, sweet goodness is hard to beat... until you remember the sugar crash that follows.
But with those late-night ideas came Olipop, the “healthier” prebiotic soda. With co-founder David Lester, Ben transformed a $100,000 investment into a brand pulling in $20 million a month!
🌿 A fresh take on a classic favorite
Traditional sodas are a hard pass for many health-conscious shoppers. But everything changed in 2018 when Olipop hit the shelves. The name is inspired by oligosaccharides, a type of prebiotic fiber, mashed up with “pop” for a playful nod to soda.
The result? A fizzy, fiber-packed drink with just 2–5 grams of sugar per can! This genius combo has turned them into a fridge staple for millennials, Gen Zs, and anyone on the hunt for guilt-free fizz.
Born in a makeshift lab. Olipop's story started in 2005 when Ben left college to explore gut health and beverages.
After trying kombucha, he set his sights on creating a soda that’s as good for your gut as it is for your taste buds.
With microbiologist Jim Ilehder, he spent 4 years experimenting in a backyard lab built with parts from Ace Hardware and aquarium stores. 🧪
Nostalgia meets innovation. From Vintage Cola to Tropical Punch, Olipop’s flavors don’t just mimic classic sodas—they elevate them. And it’s not just flavor that’s winning fans. With 9 grams of fiber per can and a price tag of $2.49, Olipop delivers on health and affordability.
Trivia: Thanks to its gut-health focus, Olipop caught fire as #GutTok hit 700 million views on TikTok in early 2023.
👑 Building a soda empire
The journey from 40 stores in Northern California to over 23,000 nationwide hasn’t been easy. Ben and David’s first year saw them personally packing and delivering cans. Today, their remote team of 100+ employees keeps Olipop going.
But this isn’t where the brand owners will settle. Olipop aims to surpass $1 billion in revenue by offering more flavors, more stores, and even more reasons to pop open a can.
TOGETHER WITH REVIEWSCOOP
Do you know what would make you stand out in the ecommerce game?
Selling on more than one eCommerce site?
No, it's not compelling high-quality photos. It's also not ranking on the first page of the SERPs.
If it's not these factors that people say you should pay utmost attention to, then what is?
The beverage industry is crowded with giants like Coca-Cola and PepsiCo controlling much of the market. Launching a successful drink seems impossible.
But somehow, Olipop has done it. The brand has carved out a unique space in the beverage world, not just thanks to a great product.
🔝 Here’s a deeper look at what’s behind Olipop’s rise to the top.
The OLISmart formula. Olipop’s secret weapon isn’t just the taste—it’s the science. Their unique blend of ingredients offers a soda alternative that gives customers a healthier choice without sacrificing flavor.
Co-founder Ben Goodwin says it best: “Relying on scientific research and credibility was key to the brand.”
Pandemic pivot. When the pandemic hit in 2020, Olipop shifted its marketing strategy to social media. TikTok helped them reach a broader audience and team up with influencers and celebrities. 📱
In 2022, they raised a $39.7 million funding campaign, attracting big-name investors like Gwyneth Paltrow. These high-profile partnerships have skyrocketed Olipop’s popularity.
Branding with emotion. Ben knew that convincing people to switch from mainstream sodas wouldn’t be easy. So, instead of pushing health benefits too hard, Olipop sells a vibe. Their marketing screams nostalgia, comfort, and community.
Sustainability at its core. Olipop takes this seriously, using sustainable production and shipping practices. As a Certified B Corporation, they meet strict environmental standards and have set a goal to achieve carbon neutrality by 2050.
Diversifying distribution channels. Olipop initially targeted health and wellness stores but soon realized that limiting themselves to this niche wasn’t the best approach. So, they shifted to mainstream retailers, making their drinks accessible to a wider audience. 🛒
🥤 Olipop’s success isn’t just about having a healthier soda option—it’s about smart marketing, a focus on science, and a brand that resonates with customers. Indeed, Olipop is redefining what it means to enjoy a fizzy drink.
SUCCESS BLUEPRINT
6 steps to design a brand aesthetic that sticks
Your brand’s aesthetic is more than just “a look”—it’s the personality of your business wrapped up in visuals. Done right, a strong brand aesthetic sets you apart from the crowded market.
🎨 Clay Global created a 6-step plan to create a look that speaks volumes. Here’s how to get started:
Know your audience inside-out. You wouldn’t throw a surprise party without knowing what your friend likes, right? The same goes for your brand aesthetic. Dive deep into what your target audience loves—colors, styles, and even the fonts they’d vibe with.
Tip: Peep at your competitors to see what’s working (or what’s overdone).
Define your brand identity. Your brand isn't just a logo—it’s who you are. What’s your mission? Your vibe? Your values?
Tip: Use the same fonts, colors, and tone across everything.
Master the art of color psychology. Beyond aesthetics, colors are emotional powerhouses! For instance, bright oranges and yellows radiate energy and fun, while deep blues exude sophistication and trust. Use them strategically to connect with your audience on a deeper level. 🌈
Tip: Stick to 3–4 main colors to keep your look clean and cohesive.
Get smart about typography. Fonts have a personality, too. A modern sans-serif like Helvetica says “sleek and simple,” while a serif like Times New Roman feels classic and trustworthy.
Tip: Pick two fonts: one for headlines and one for body text. And don’t be afraid to experiment with bolds and italics for added flair!
Create visual consistency. From your website to your social media, everything should feel like it belongs in the same family. Reuse design elements like patterns, icons, or specific photo filters to keep your visuals seamless.
Tell a story through your aesthetic. Whether it’s vintage fonts that nod to your heritage or bold graphics that scream innovation, let your visuals do some of the talking. 📖
Tip: Think of how Nike’s bold visuals tell stories of victory, or how Airbnb’s soft tones evoke a “feeling at home” vibe.
Building a standout brand aesthetic is part science, part art—and a whole lot of knowing who you are. Nail these steps, and you’ll not only turn heads but win hearts (and wallets!)..
Author : SellerBites
Faith began working on SellerBites in 2021, a weekly newsletter that provides sellers with the latest news and updates in FBA. With first-hand experience in managing various seller and vendor accounts, she understands what sellers face on this platform. Her background led to the conception of SellerBites, which main goal is to help people become better, more informed entrepreneurs in the Amazon marketplace.
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