In an interview at South by Southwest, Olipop CEO Ben Goodwin highlighted the benefits of major competitors like Coca Cola moving into the prebiotic soda market, which has raised awareness for brands like Olipop. He emphasized the company's focus on marketing strategies that prioritize genuine consumer connection over sensationalism or controversy. Olipop and similar brands flourish amidst a growing market of products that promote gut health. However, they also face challenges, particularly illustrated by recent backlash against competitor Poppi's costly Super Bowl advertising approach.
"That's an important piece of how we just try to work with customers in general - just really connect with them at the human level."
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