BRAVE COMMERCE

Ben Goodwin of OLIPOP on Balancing Flavor and Health in the Beverage Industry


Listen Later

In this episode of BRAVE COMMERCE, Ben Goodwin, Co-Founder, CEO, and Formulator of OLIPOP, joins hosts Rachel Tipograph and Sarah Hofstetter to offer insights into the challenges and strategies involved in creating products that bring both enjoyment and health benefits to consumers.


As the conversation begins, Ben shares his early experiences consuming a standard American diet and dealing with health issues, which led him to focus on nutrition from a young age. This early interest guided him into the beverage industry, specifically focusing on functional beverages and probiotics. He shares how his work in kombucha and other fermented beverages sparked his fascination with the microbiome, the brain-gut axis, and their impact on cognitive function and emotional stability.


Ben then delves into OLIPOP's origins, explaining how the product is designed to mimic traditional soda while providing health benefits through fiber, prebiotics, and nutritional diversity. OLIPOP is positioned as the first fiber, prebiotic, functional soda on the market, aiming to offer consumers the familiar soda experience while improving their health.


The conversation touches on the challenges and strategies involved in creating a new market category, including the brand's focus on distribution, pricing, and accessibility. Ben explains OLIPOP's partnerships with insurance providers to make the product more accessible to those in high-need groups, as well as its participation in SNAP and its eligibility for HSA and FSA spending.


Ben also discusses OLIPOP's social media presence, particularly its successful use of TikTok as a marketing platform. He shares how the brand leveraged influencers and creative content to connect with younger audiences, as well as the balance between low and high funnel marketing strategies. Ben also sheds light on his approach to brand building including a focus on longevity, reflected in investments in channels like out-of-home advertising and connected TV.


Key takeaways: 


● Understand and address consumer needs with empathy and without judgment

● Balance affordability and accessibility in product distribution

● Invest in strategies that prioritize brand longevity through genuine storytelling and brand



Hosted on Acast. See acast.com/privacy for more information.

View all episodesView all episodes
Download on the App Store

BRAVE COMMERCEBy Adweek

  • 4.9
  • 4.9
  • 4.9
  • 4.9
  • 4.9

4.9

106 ratings


More shows like BRAVE COMMERCE

View all
HBR IdeaCast by Harvard Business Review

HBR IdeaCast

1,881 Listeners

Freakonomics Radio by Freakonomics Radio + Stitcher

Freakonomics Radio

32,056 Listeners

Bloomberg Businessweek by Bloomberg

Bloomberg Businessweek

428 Listeners

Pivot by New York Magazine

Pivot

8,326 Listeners

Yeah, That's Probably an Ad by Adweek

Yeah, That's Probably an Ad

140 Listeners

Invest Like the Best with Patrick O'Shaughnessy by Colossus | Investing & Business Podcasts

Invest Like the Best with Patrick O'Shaughnessy

2,328 Listeners

The Daily by The New York Times

The Daily

112,319 Listeners

Up First from NPR by NPR

Up First from NPR

55,988 Listeners

The Daily Show: Ears Edition by iHeartPodcasts and Paramount Podcasts

The Daily Show: Ears Edition

14,035 Listeners

Marketing Vanguard by Adweek

Marketing Vanguard

122 Listeners

Today, Explained by Vox

Today, Explained

9,957 Listeners

The Intelligence from The Economist by The Economist

The Intelligence from The Economist

2,518 Listeners

The CMO Podcast by VaynerX & Jim Stengel

The CMO Podcast

338 Listeners

The Journal. by The Wall Street Journal & Gimlet

The Journal.

5,821 Listeners

The Great Fail by Debra Chen

The Great Fail

127 Listeners

Hard Fork by The New York Times

Hard Fork

5,351 Listeners

The Ezra Klein Show by New York Times Opinion

The Ezra Klein Show

14,604 Listeners

The Garage: Tools For Retail Media Innovation by Adweek

The Garage: Tools For Retail Media Innovation

15 Listeners

The Weekly Show with Jon Stewart by Comedy Central

The Weekly Show with Jon Stewart

9,396 Listeners

TechMagic with Cathy Hackl by Adweek

TechMagic with Cathy Hackl

56 Listeners

Champions of Change: Shattering Ceilings in Sports by Adweek

Champions of Change: Shattering Ceilings in Sports

4 Listeners

The Speed of Culture Podcast by ADWEEK & Suzy

The Speed of Culture Podcast

50 Listeners

Adweek Presents... by Adweek

Adweek Presents...

5 Listeners

Young Influentials by Adweek

Young Influentials

10 Listeners

Off Madison by Adweek

Off Madison

5 Listeners

Home / Work by Adweek

Home / Work

2 Listeners

Brandweek: The Podcast by Adweek

Brandweek: The Podcast

3 Listeners

Touch of Truth with Jackie Cooper by Adweek & Edelman

Touch of Truth with Jackie Cooper

0 Listeners