Health and wellness advertising can be so earnest. Soft drink advertising can be so epic. Prebiotic soft drink, Olipop, sits between the two. And its campaign by Callen makes that worthy of attention. The campaign, positioning Olipop as a healthier alternative to traditional soft drink, is a distinct change from earlier work. The most recent, Soda Stories, relied on testimonials from celebrities such as Kristin Chenowet, Joshua Jackson, Trevor Hunter and Tanner Adell, who rediscovered their love of soda through its better-for-you products.
The new campaign, A Good Start, makes Olipop the beginning of “healthier-ness” with a blend of live-action and brightly coloured, animated prebiotic characters with cuteness dialled up to max, a playful reimagining of The song, Lollipop, by The Chordettes, and a voiceover that’s human, open and honest.
The campaign is part of a brand refresh by Callen, including a new visual identity and tagline, The feel good soda.
Where the brand has been:
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