In this episode, we meet Chad Wilson, Head of Marketing at Olipop.

‍Olipop is a better-for-you soda brand on a mission to make the world healthier and happier. 

‍In this episode, we discussed growth into retail, structuring marketing teams, understanding the customer journey, and staying close to consumers.

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Topics covered

• Brand awareness and brand storytelling
• Equity metrics to measure campaigns performance
• Understanding and connecting with consumers emotionally.
• Structuring and organizing marketing teams
• Shift from D2C to retail post-Covid
• Omnichannel and consistency
• Testing TV and out of home channels 
• The rise of Tiktok as a marketing platform

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Takeaways

• Olipop's mission is centered around an emotional connection with consumers.
• Since the COVID-19 pandemic, there has been a significant increase in retail sales, now constituting approximately 85% of total sales.
• Chad mentions that TikTok can be a viable channel for reaching a wide audience, especially Gen Z.
• The company is actively looking at calculating the lifetime value of its customers and has upcoming initiatives to increase customer numbers and long-term value. 
• Staying close to consumers is crucial, Chad emphasizes the need to prioritize them in decision-making.
• Olipop introduced TV and out-of-home advertising channels in 2023 to focus on more upper-funnel messaging and reach a larger audience.
• Olipop's Chicago campaign surpassed industry benchmarks with 80% brand affinity, exceeding the 50% benchmark.
• Olipop faced a challenge bridging the consumer experience and customer across different channels, including digital and in-person touchpoints.

Please let us know your thoughts about the episode!

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Where to find Chad Wilson:

Linkedin: https://www.linkedin.com/in/chdwlsn/ 

​Website: https://drinkolipop.com/ 

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Where to find Kait Stephens:

Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/

Website: www.brij.it 

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