Overview
OLIPOP partnered with Darkroom after its Series A to develop the brand's first national creative campaign. With rapid growth and upcoming retail launches, the brand needed a video-first creative strategy that could connect with a broader, mainstream audience across Connected TV, YouTube, and paid social — without alienating the loyal customer base that had fueled its rise.
Outcomes
3x
Revenue growth fueled by campaign
28%
Broader reach growth across new audiences
From challenger brand to mainstream contender
OLIPOP had built a devoted following as a better-for-you sparkling tonic, but the next phase of growth required a different kind of storytelling. The brand was entering major retail and needed creative that could perform across CTV, YouTube pre-roll, and Meta, formats where production quality, pacing, and tone all need to land differently than social-native content. Darkroom identified that the creative gap wasn't about volume, it was about format and narrative. OLIPOP needed video-first campaigns built around comedic tropes and storytelling techniques that could introduce the brand to mainstream audiences while reinforcing the product's position as a real soda, not a compromise.
Video-first creative that scaled across every screen
Darkroom developed a creative strategy centered on dynamic, video-first assets designed for Connected TV, YouTube pre-roll, and paid social, each format tailored to its context while maintaining a consistent brand voice. The campaign used comedic storytelling to make OLIPOP feel accessible and entertaining, broadening the brand's appeal beyond its existing health-conscious base. The creative became OLIPOP's top-performing ad content across all channels, fueling 3x revenue growth and a 28% increase in broader audience reach. Recognized as one of the fastest-growing beverage brands in history, OLIPOP continues to define its category, and Darkroom's creative work helped set the visual and narrative standard for how the brand shows up at national scale.
“We loved working with the Darkroom team to create our first ever creative ad campaigns. The ads are top performers and run across CTV, YouTube and Meta.”
Steve Vigilante, Head of Growth, Olipop
