OLIPOP's LA Pop-Up Is Instagram Bait—And That's The Point

Forbes

14-05-2025

Olipop's LA drive-through experience celebrated the return of its Orange Cream flavor.
Functional soda brand OLIPOP debuted its first-ever OLIPOP Drive-Thru pop-up in Los Angeles this week, held at a converted lot on Beverly Blvd, to celebrate the seasonal return of its Orange Cream flavor.
But more than a launch party, the activation was a strategic play at the intersection of nostalgia, wellness, and viral culture—three pillars that are increasingly driving purchase behavior in the functional CPG space.
To accomplish this, the pop-up invited fans to sample inventive OLIPOP mocktails on the drive-through menu, including Cereal Milk Soda, Dirty Protein Soda, and even Spicy Pickle Soda.
Limited-edition merchandise was another focal point of the event, and attendees were welcomed to participate in the brand's collaboration with Crocs, featuring orange platform Crocs and a soda-themed Jibbitz charm bar where they could choose from brand-themed accessories.
Embroidered tees and tanks were also available on-site, and guests could customize their pieces with their initials or an OLIPOP-themed flavor icon. Those who attended the event could also take home other pop-up-themed items, such as branded air fresheners, a CD, and tote bags.
Not wanting to exclude those who couldn't attend in person, OLIPOP also launched a Virtual Drive-Thru running through May 19 online, which offers fans a chance to win limited-edition kits and 12-packs of Orange Cream.
The digital layer helped drive direct-to-consumer traffic, capture first-party data, and amplify national awareness—all crucial metrics for retailers evaluating a brand's marketability.
For Nate Rosen, founder of Express Checkout and a CPG consultant, OLIPOP's approach is emblematic of a larger trend that helps brands create moments for visual content that performs well across social media, sometimes even presenting opportunities for virality.
'I love these types of brand activations; they create memorable experiences that deepen the connection consumers have with the brand,' he said. 'Even if it's a one-off, it makes the brand feel more tangible and real.'
Experiential marketing moments are not a new tactic for OLIPOP; last year, it launched the 'Dream Job Contest,' which awarded two content creators the opportunity to get paid to travel and create content for the brand during the summer months.
According to Kendall Dickieson, social media consultant and creator of the No Filter newsletter, this kind of experiential marketing is becoming table stakes for brands that want to build community both online and off.
'At the end of the day, if you're building online, you should be able to show up offline,' she said. '[In-person gatherings] are important for community building, especially when you know you have a community that will show up and show out.'
That in-person turnout is crucial, but so is the content it generates. Dickieson went on to say that events like these work to generate more social media tags, thus increasing a brand's surface area for potential buyers, customers, and followers.
With this latest activation, OLIPOP isn't just selling soda—it's selling a story, a moment, and excitement. For retailers looking to bring more buzz to their brands, it seems the future of functional CPG is rooted in fun, flashy, and highly photogenic activations.