This summer, prebiotic sodas didn’t just become a health-conscious trend, they became a marketing masterclass. Poppi and Olipop have successfully combined wellness benefits with bold branding, viral collaborations, and social-first campaigns, turning functional drinks into cultural moments. From influencer partnerships to visually striking limited editions, these brands are proving that marketing, not just the product, is driving the boom in prebiotic sodas.
Olipop: Nostalgia Meets Lifestyle Marketing
Olipop has carved out a niche by pairing functional wellness with nostalgic flavours, creating a product story that resonates on multiple levels. But it’s their marketing collaborations and social media campaigns that have amplified the brand’s reach.
Olipop’s collab with Australian swimwear brand Kulani Kinis demonstrates the power of lifestyle-aligned partnerships. Limited-edition cans in pastel shades mirrored Kulani’s swimwear collections, creating a cohesive visual identity across social feeds. User-generated content of beach days, colourful sodas, and matching bikinis acted as organic advertising, proving that integrated aesthetics + strategic collaboration = shareable campaigns.
Another standout marketing move was the partnership with SpongeBob SquarePants. By leveraging nostalgia and pop culture, Olipop sparked viral content on TikTok and Instagram, from taste-test videos to memes. This campaign shows how a playful, culturally relevant collaboration can extend a brand beyond its core wellness audience and generate widespread engagement.
Poppi: Influencer-Led Campaigns and Shareable Content
Poppi has positioned itself as the “fun, approachable” gut-health brand, and its marketing strategy mirrors that positioning: influencer partnerships, bold visuals, and interactive campaigns.
Poppi’s collaboration with TikTok star Alix Earle exemplifies influencer-led marketing done right. Featuring Poppi casually in Earle’s “Get Ready With Me” videos created authentic, high-impact visibility across millions of followers, demonstrating the power of integrating products into everyday content rather than traditional ads.
The brand also leveraged interactive contests and giveaways, offering prizes like festival passes and lifestyle bundles. By encouraging followers to tag friends and post content, Poppi generated a constant stream of user-generated content, keeping the brand top-of-mind all season long while boosting organic reach and engagement.
Why Their Marketing Works
Poppi and Olipop’s success isn’t just about gut health, it’s about smart, culturally resonant marketing. Their campaigns tap into what drives Gen Z and millennial behaviour: aesthetics, nostalgia, wellness, and community participation. By pairing functional benefits with visually striking campaigns and social-first storytelling, these brands have turned prebiotic sodas into cultural staples rather than niche products.
This summer, Poppi and Olipop have proven that marketing is just as important as product formulation. Through influencer partnerships, lifestyle collaborations, and shareable social campaigns, they’ve transformed prebiotic sodas from functional beverages into media-savvy cultural icons. For brands looking to make a splash, the lesson is clear: successful marketing can elevate even a niche product to mainstream relevance.
