OLIPOP has launched a “Mocktails in Minutes” campaign for Dry January. After riding TikTok success from the “gut health” trend, the soda brand is now taking on the sober-curious market by placing their drink as an alcohol-alternative. As part of this campaign, OLIPOP will be giving away 5K free sodas through Instacart, allowing customers to easily access and enjoy these non-alcoholic drinks. Additionally, the company is offering a “Virtual Soda Sommelier” to assist in creating mocktail recipes using OLIPOP and other ingredients consumers may have at home. YPulse data shows non-alcoholic drink brands are gaining popularity with Gen Z as they lean into intentionally not drinking, even as they just turn 21. (Vice)
