How to Build Cult Following?

Let’s face it. Most of us grew up loving soda. It was the highlight of birthday parties, movie nights, and road trips. But as we got older, the love started to fade.

The guilt of all that sugar, the worries about our health - it wasn’t worth it anymore.

Then comes OLIPOP, a soda that feels like it came from the future.

It’s not just soda but a blend of delicious flavors, functional ingredients, and gut-friendly prebiotics. And somehow, they made it taste good.

OLIPOP is taking over grocery store shelves, Instagram feeds, and hearts today.

So, how did this underdog soda brand reinvent a category dominated by giants like Coca-Cola and Pepsi?

The Big Idea:

Turning Soda into a Wellness Icon

OLIPOP created a whole new story.

They understood that people love soda but hate what it does to their health. So, instead of fighting against soda, they redefined what soda could be: a drink that satisfies your cravings and helps your gut.

The genius part was that they didn’t market OLIPOP as a “compromise” or “less unhealthy” option. They positioned it as a cool, functional drink.

It wasn’t just soda with less sugar but a health-boosting alternative with prebiotics and natural sweeteners. It wasn’t just a rebranding of soda but was a transformation.

It was about changing soda’s story from guilty pleasure to feel-good indulgence.

Behind the Magic:

Building a Cult Following

When was the last time you felt loyal to a brand... like really loyal? I’m talking about the kind of loyalty you recommend to friends, post about it on Instagram, and stock up on their products without thinking twice.

That’s what OLIPOP has done. They have built a cult following in a category where most people are indifferent. But here’s the kicker: They didn’t just get lucky.

Every move they have made has been intentional.

1. Functional Ingredients + Familiar Flavors

Soda is a comfort drink tied to nostalgia. It reminds us of childhood, celebrations, and comfort. And OLIPOP understood this well. They also knew that modern consumers are far more health-conscious than previous generations.

So, OLIPOP leaned into that by creating flavors like Vintage Cola, Root Beer, and Orange Squeeze. Now, you might think these are just random names.

But actually, they are memories in a can. What makes the brand unique in the competitive space is that they did not force people to change their habits.

Instead, they upgraded what people already loved but with a twist.

Woah! Look at all these flavors:

And here’s a rating video so you can pick the best one next you are at a store:

Each can contain prebiotics, plant fibers, and botanicals like chicory root, Jerusalem artichoke, and cassava root. These are functional ingredients backed by science and targeting the wellness market. It is soda and also good for your gut.

They said, Here’s a better soda, instead of Give up soda.

By retaining the familiar flavors people grew up loving while making the product a functional beverage, OLIPOP bridged the gap between indulgence and health, with each can containing 2-5g of prebiotics and plant fiber.

Each can only contain 35-45 calories, less than traditional sodas, upon input from a team of nutritionists and food scientists. The result is that consumers don’t feel like they are sacrificing taste for wellness.

This blend of nostalgia and innovation allows OLIPOP to target soda lovers while attracting health-conscious shoppers who might otherwise avoid the category.

2. Strong Retail Partnerships

One of OLIPOP’s wisest moves was focusing on retail distribution early in its journey. While many evolving brands depend more on DTC sales, OLIPOP knows the power of meeting customers where they already shop.

They understood something most emerging brands fail to - that people are creatures of habit. They grab what’s in front of them when they go grocery shopping.

So, they partnered with retail giants and is present everywhere, from Whole Foods, Target, Kroger, and even small specialty stores, to ensure their products were accessible to a larger audience.

They Rapidly expanded from online-only to over 30,000 retail locations by 2022 and made over $55 million in revenue in 2021.

They are available in all 50 US states and have become one of the fastest-growing beverage brands in the United States.

Check out how crazy the brand became among people:

This strategic presence on grocery stores gave OLIPOP visibility and positioned it as a premium yet approachable product. But it wasn’t just about shelf space.

They carefully chose stores that align with their target market - health-conscious consumers who shop at places like Whole Foods or Sprouts.

A soda placed next to kombuchas and other wellness beverages feels aspirational yet familiar, which helps draw curious shoppers into trying the product.

You see, they didn’t wait for customers to find them online.

3. Social Media + Community

Social media is where OLIPOP shines. Take their Instagram, with over 300K followers, for example. All you see are bright colors, nostalgic designs, and captions that make you want to grab a can.

Unlike legacy soda brands that rely on traditional advertising, OLIPOP has leaned into Instagram and TikTok to engage directly with consumers.

And yes, their social strategy is not about selling a can but more about telling a story of fun, nostalgia, and wellness through bright, eye-catching visuals and conversational captions.

Each post feels authentic and relatable, which makes the brand approachable. Influencers have also played a role in OLIPOP’s success.

The brand partners with micro-influencers who align with its ethos rather than celebrities, and they also have robust referral and affiliate marketing programs.

Check out this the brand did in collaboration with an IG influencer of 2M followers:

drinkolipop

View more on Instagram

These partnerships often feel organic. So, When you see someone you trust sipping OLIPOP, it’s less like a sales pitch and more like a recommendation from a friend.

Here’s another collaborated post with 140K followers influencer.
Do you think this looks like a promotional post?

drinkolipop

View more on Instagram

Plus, OLIPOP uses UGC to build a community. They feature customers sharing photos of their favorite flavors or reviews on the brand’s socials to strengthen the idea that OLIPOP is a lifestyle people want to be part of.

4. Smart Product Launches Based on Data

Every new flavor OLIPOP launches feels like a hit because they do not launch products on a whim. They meticulously research, test, and design every product to meet customer preferences.

Instead of following trends, they use target customer feedback and data to decide what to create next.

For example, when launching Banana Cream or Lemon Lime, they didn’t just guess people would like it. They studied flavor trends, tested small batches, and listened to their audience. That’s why their products feel like they “just get you.”

By combining data with customer insights, OLIPOP reduces the risk of launching products that flop. Plus, doing so creates excitement because customers trust each new flavor will be worth trying.

5. Consistency + Patience

Let me be open with you. Building a cult following doesn’t happen overnight, and OLIPOP didn’t go viral out of nowhere.

One thing that sets them apart is that their messaging, product quality, and brand story from day one are the same and consistent.

In every aspect of the brand, from packaging to partnerships, their message was that OLIPOP is a better soda for a better you.

Every Instagram post, flavor launch, and retail partnership - all ties back to the same promise: a better soda for a better you. That consistency builds trust, and trust is what turns casual customers into loyal fans.

Consumers know what to expect when they buy an OLIPOP can, and that reliability creates loyalty over time. But beyond consistency, OLIPOP also feels authentic.

They are open about their ingredients, the science behind their products, and even their brand journey. This openness resonates with consumers, especially in an era where people want to know the why behind the products they buy.

You can find everything you want to know about the brand here:

Do you know they are committed to using sustainable packaging and donate 1% of revenue to environmental causes?

Where It Fits:

Making It Work For You

• OLIPOP didn’t just make a better soda. They addressed a real pain point - people love soda but hate its health impact. What’s the pain point your product solves? Double down on that.

• Nostalgia is powerful. OLIPOP tapped into classic soda flavors to attract attention. Can you bring a familiar element into your product to make it instantly relatable?

• Don’t rely on customers coming to you. Find them where they already are. Whether it’s through retail partnerships, social platforms, or marketplaces, make your product accessible.

• People don’t just buy OLIPOP. They feel like they are part of a movement. How can you create a sense of belonging for your customers? A Slack group, a newsletter, or even simple engagement on social media can work wonders.

• OLIPOP calculates every move the team makes. Use data to inform your product launches, marketing strategies, and customer outreach. The more you know about your audience, the better you can serve them.

Resources For You

• Blog: How to Market Online Courses And Get Customers Now

• YT Video: Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass & How to Become a Marketing Superhero by Giuseppe Stigliano

Task

» FOMO-Based Social Media Campaign

Create a FOMO-based campaign strategy for [product/launch/sale event]. Outline how you would build anticipation in the weeks leading up to the event, including specific types of posts (e.g., countdowns, influencer teasers) and the platforms where each type would appear. Describe how you would use social proof and exclusive offers to boost urgency and drive conversions.

Modification Areas: Product or event details, pre-launch timeline, specific post types.

Example:

Create a FOMO-based campaign strategy for the launch of our limited-edition sneaker line. Outline how you would build anticipation in the weeks leading up to the launch, including specific types of posts like countdowns and influencer teasers, and the platforms where each type would appear. Describe how you would use social proof and exclusive offers to boost urgency and drive conversions.

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