OLIPOP is one of the fastest-growing brands in the digestive health beverage category. During a period of rapid national expansion, Walla’s founder worked within OLIPOP’s marketing team to support retail growth, flavor launches, and localized campaign execution across major national accounts.

OLIPOP entered the market at a moment when the functional beverage category was rapidly expanding. As consumers began seeking alternatives to traditional soda, the brand positioned itself as a better-for-you option built around digestive health, nostalgic flavor profiles, and modern brand storytelling.

With strong early momentum and new investment secured, OLIPOP prepared for rapid retail expansion into major national chains including Target, Walmart, and Whole Foods. Scaling into thousands of stores created a new challenge: the brand needed marketing systems that could translate its identity and messaging consistently across diverse retail markets while maintaining the clarity and cultural relevance that had fueled its early growth.

For emerging CPG brands, this stage of growth is critical. Distribution may expand quickly, but without cohesive packaging communication, retail marketing, and digital activation, the brand’s story can fragment across channels. OLIPOP needed creative infrastructure capable of supporting SKU launches, regional retail campaigns, and digital advertising while preserving a unified brand presence across an increasingly complex retail landscape.

Walla’s founder worked within OLIPOP’s marketing team during a period of rapid national expansion, helping translate the brand’s positioning into scalable creative systems for retail and digital channels. The work focused on developing campaign assets and marketing frameworks that could support both retail growth and ongoing product innovation.

As new flavors were introduced, creative was developed to reinforce OLIPOP’s nostalgic yet functional brand positioning across social media, digital advertising, and promotional campaigns. Each launch needed to feel consistent with the broader brand system while still giving individual SKUs their own moment in market.

A key component of the work involved micro-targeted digital advertising designed to support specific retail partners and geographic markets. Rather than relying on a single national campaign, multiple campaign variants were developed to reflect the cultural, demographic, and socioeconomic nuances of each retailer’s regional footprint. In total, an estimated 20 to 30 distinct campaign versions were created to support OLIPOP’s expanding distribution strategy.

In addition to campaign development, the work included refining brand standards for digital and retail use, supporting new SKU launches, and updating website infrastructure to enable more scalable promotions and marketing execution. This close integration with the internal team helped ensure OLIPOP’s brand remained clear, consistent, and locally relevant as the company expanded nationwide.