Soda Classics, Clean Twist: A Campaign for Olipop’s Entry into Mexico

This campaign is designed to introduce Olipop’s probiotic soda in the Mexican market by driving brand awareness, creating emotional connections, and fostering community engagement. Rooted in the core concept of “Soda Classics, Clean Twist,” the campaign bridges nostalgia and wellness, honoring the emotional connection Mexicans have with soda while inspiring them to embrace a healthier and more mindful way to enjoy their favorite flavors. Through strategic and culturally resonant initiatives, this campaign aims to establish Olipop as a meaningful and innovative choice in Mexico’s evolving soda culture, blending tradition with modern wellness.

Key areas to cover:

  1. Target Audience

  2. Messaging and Positioning

  3. Launch Tactics:

    3.1 Flavors of Mexico + Limited-Edition Bottles

    3.2 Pop-up

    3.3 Social Media

  4. Final Notes and Acknowledgements

OVERVIEW

1.Target Audience

1. Young Professionals and Millennials (25–40 years)

  • Income Level: Middle- to upper-middle class.

  • Lifestyle: Health-conscious, focused on wellness and fitness, and familiar with probiotics. Seek premium, innovative products that align with their values.

  • Shopping Habits: Shop at premium stores like City Market and value sustainable, health-oriented brands.

  • Cultural Connection: Nostalgic for soda but prioritize healthier, modern alternatives.

2. Gen Z (18–24 years)

  • Income Level: Lower income, as many are students or early career professionals.

  • Lifestyle: Trend-driven, brand-conscious, and highly influenced by social media (TikTok, Instagram). Prefer products that reflect health, sustainability, and cultural relevance.

  • Cultural Connection: Nostalgic for family soda moments but gravitate toward clean, aesthetic, and socially shareable products.

  • Income Level: Upper-middle class, prioritizing premium health products for their family.

  • Lifestyle: Focus on reduced sugar and clean ingredients, seeking options that blend nostalgia with wellness.

  • Cultural Connection: Want healthier products to share with their children while preserving family traditions.

3. Health-Conscious Families (30-50 years)

2.Messaging and Positioning

Our messaging is deeply rooted in the nostalgia Mexicans have for soda, a beverage that holds a special place in the country’s culture. Mexico ranks as the 6th country with the highest soda consumption globally (World Population Review, 2024) and while collective awareness of soda's unhealthy effects has grown in recent years, the emotional connection remains strong. This connection stems from the familiarity, joy, and memories tied to soda in daily life.

For this campaign, we embrace that nostalgia and give it a “clean twist.” Our message celebrates the role of soda in Mexican culture while offering a healthier alternative that aligns with the values of modern Mexicans—health-conscious, strong, and mindful. The key concept of this campaign is “Soda Classics, Clean Twist,” where nostalgia meets wellness.

Taglines:

  • "Your classic soda, now with a twist that takes care of you."

  • "The soda that evolves with you."

3.1 Launch Tactics: Flavors of Mexico + Limited-Edition Bottles

A key element of the campaign is the introduction of Mexican-inspired flavors and limited-edition glass bottles, designed to embody the campaign's core concept of “Soda Classics, Clean Twist.”

Flavors Inspired by Mexico

The launch features three bold and culturally resonant flavors which will be available in Olipop’s signature soda cans, ensuring long-term availability for consumers:

  • Tamarind Twist: A tangy and refreshing nod to tamarind, a beloved fruit central to Mexican treats like Pulparindo and aguas frescas.

  • Mango Tango: A tropical fusion inspired by the vibrant flavors of mangos enjoyed at street markets and in classic mangonadas.

  • Hibiscus Punch: Inspired by the traditional agua de jamaica, a staple at Mexican celebrations and everyday meals.

Soda Classics, Clean Twist

〰️SODA CLASSICS, CLEAN TWIST

Soda Classics, Clean Twist 〰️SODA CLASSICS, CLEAN TWIST

Limited-Edition Glass Bottles

To enhance the nostalgic experience, Olipop is releasing limited-edition glass bottles for the launch. These bottles pay homage to the iconic “Mexican Coke” design, evoking memories of sharing a chilled soda at a family gathering or a local taquería. By recreating this familiar and beloved format with Olipop’s unique twist, we bridge the gap between tradition and innovation, making the brand feel both familiar and exciting.

Limited Edition

〰️LIMITED EDITION

Limited Edition 〰️LIMITED EDITION

3.2 Launch Tactics: pop-up

The Olipop pop-up launch is designed to bring the campaign’s concept of “Soda Classics, Clean Twist” to life through an immersive and engaging experience. The pop-up immerses visitors in a carefully crafted experience that blends nostalgia, cultural connection, and innovation. Each element of the pop-up is designed to evoke memories tied to soda culture in Mexico while introducing Olipop’s healthier, modern twist for today’s wellness-focused Mexican. 

FLOW OF THE EXPERIENCE:

  1. Visitors are drawn in by the giant soda can entrance.

  • A giant tamarind-flavor Olipop serves as the pop up structure.

  • The can features a wide open door that invites visitors to walk inside and experience the event.

  • Sensory Detail: As visitors step into the can, they are immediately greeted with a gentle, natural aroma of tamarind wafting through the air which creates an immediate emotional connection.

2. They interact with the Memory Wall, sharing their favorite soda memories

  • Inside, visitors encounter a digital Memory Wall, a dynamic installation where they can share their favorite soda memories.

  • Visitors type their memories on sleek tablets stationed near the wall. Their responses are then projected onto the wall in real-time.

  • Example prompts:

    • "What's your best soda memory?"

    • "Tell us your favorite soda story."

  • A follow-up question on the screen invites them to reflect on how they might give their memory a "Clean Twist, encouraging them to take the flavor quiz.

3. They take the Flavor Quiz, discovering their personalized "Clean Twist"

  • After the Memory Wall, visitors move to the interactive Flavor Quiz station, where they answer a short, playful quiz to match their soda memory with an Olipop flavor.

  • The quiz is displayed on sleek touchscreens or tablets, with colorful animations guiding them through questions like:

    • "What soda flavor takes you back to your best memories?"

    • "Do you prefer something sweet, citrusy, or fruity?"

  • At the end, the screen reveals their personalized Olipop flavor match.

4. They grab their limited-edition Olipop bottle from the nostalgic fridge

  • Visitors are guided to a taquería-style fridge, a nod to traditional Mexican soda coolers found in local eateries.

  • The fridge is stocked with limited-edition Olipop glass bottles, designed to resemble classic Mexican Coke bottles but with a sleek Olipop twist.

  • Each visitor picks their matched flavor bottle, based on their quiz result.

  • The exclusivity is highlighted with signs like:

    • "Only available at our pop-up: limited-edition glass bottles."

5. They enjoy their drink in the tasting area, capturing shareable moments for social media

They sip their Olipop drink, relax, and capture photos or videos to share on social media using branded hashtag #MiCleanTwist.

3.3 Launch Tactics: social media

1. Pre-Launch Teaser

Objective:

Generate excitement and intrigue about Olipop’s entry into Mexico by encouraging social media users to guess the country we’re expanding to, leveraging cultural elements and interactive content. This teaser includes vibrant visuals and short videos with subtle nods to Mexican culture, such as tacos, tamarind, or hibiscus flowers, without explicitly revealing the destination. It culminates in a dynamic reveal showcasing Olipop cans in iconic Mexican settings, inviting followers to celebrate by joining the #MiCleanTwist challenge and attending the pop-up event.

Photo by Ainmé México. Used with permission.

2. #MiCleanTwist challenge

The #MiCleanTwist Challenge transforms the concept of “Soda Classics, Clean Twist” into an interactive and deeply personal experience. The campaign uses a nostalgia-driven quiz to match participants with their ideal Olipop flavor, creating a connection that feels uniquely theirs.

How It Works:

1. Take The Quiz

Participants answer playful, nostalgia-inspired questions such as:

  • “What’s your favorite soda memory?”

  • “Which ‘antojito’ makes you feel at home?”

  • “Do you prefer sweet, tangy, or floral flavors?”

Based on their responses, the quiz matches them with one of Olipop’s Mexican-inspired flavors—Tamarind Twist, Mango Tango, or Hibiscus Punch.

3. Post-quiz:

  • User generated content: Participants are encouraged to share their personalized pairing moments or their favorite ways to enjoy their matched Olipop flavor on social media using the hashtag #MiCleanTwist.

  • Buy the Matched Flavor: Provide a direct link to purchase their matched flavor online or in stores.

  • Attend the Pop-Up: Encourage participants to visit the pop-up event to claim a limited-edition glass bottle Olipop and experience the brand firsthand.

3. Storytelling through Influencers

The Storytelling Through Influencers strategy focuses on creating content that feels natural, relatable, and entirely unscripted. By collaborating with influencers who have a genuine connection to Mexican culture and a strong bond with their audience, this approach ensures that Olipop’s campaign is seamlessly integrated into their everyday storytelling, avoiding the typical “salesy” feel of traditional ads.

1. Organic Content Creation

Influencers are encouraged to showcase Olipop as part of their real-life moments, without any scripted lines or overly promotional tone. The aim is to capture authentic reactions and interactions with the product. For example:

  • An influencer visiting their favorite taquería and casually mentioning how Tamarind Twist pairs perfectly with their tacos.

  • Sharing a nostalgic moment tied to soda, like “This flavor reminds me of family picnics with agua de jamaica” or “This drink just took me back to the family picnics where mango drinks were always in the cooler. If you know, you know.” in the context of their daily life.

2. Mini Vlogs with a Personal Touch

Instead of polished, high-production videos, influencers will create casual mini vlogs that feel like glimpses into their lives. These might include:

  • Discovering their matched flavor through the #MiCleanTwist Quiz and expressing excitement about how the flavor ties to their soda memories.

  • Picking up their Olipop at a local store or pop-up and naturally incorporating it into their meal or outing.

  • Pairing their flavor with a nostalgic "antojito" and talking about why it feels special to them.

3. Prioritizing Audience Connection

Influencers will focus on storytelling that resonates with their audience, not selling. For example:

  • Talking about memories of sharing tamarind sodas with family at celebrations or grabbing mango-flavored drinks after school.

  • Using relatable and conversational language, making Olipop part of the story, not the centerpiece.

4. Campaign Content

5. Final Notes & Acknowledgments

For the purpose of clarity and understanding, this entire project—including the campaign name, taglines, and content—was developed in English. In a real-world scenario, language adjustments and culturally appropriate translations would be essential to ensure the campaign resonates authentically with the target audience.

Special thanks to Olipop for inspiring this project. All branding elements and imagery used are intended solely for illustrative and educational purposes. This project is a conceptual academic exercise and is not officially affiliated with or endorsed by Olipop.

I’d also like to express my gratitude to Ainmé México for granting permission to use their photo in this project.

Finally, heartfelt thank you to Professor David Blank for their guidance throughout this project, as well as my peers for their valuable feedback.