Prebiotic soda brand Olipop just debuted "Ridge Rush," its newest flavor positioned as the brand's answer to Mountain Dew.
Led by Los Angeles-based creative agency Haymaker, the campaign consists of two wacky new spots directed by award-winning comedic duo Fatal Farm, best known for their work on the cult Netflix comedy show "I Think You Should Leave."
Olipop CMO Matt Bruhn discussed the energy soda market in a statement, highlighting the cult following the industry has developed over the years.
According to him, the campaign taps into that fanbase while pushing the brand's healthy benefits.
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The campaign also includes a cheeky new ad titled "A Can of Do."
Along with Ridge Rush's mountain-inspired graphic, the drink is a hilarious reference to a certain green soda.
Olipop previously teased the new flavor to college students with a set of social media posts that promoted "Olipop University," giving away free cans to students to sweeten the back-to-school season.
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Earlier this year, the brand also partnered with major brands like Barbie, and influencers like Nascar driver John Hunter Nemechek and Shannon Sharpe.
With cheeky billboards meant to draw comparisons to a main competitor, Olipop's new stunt is an effective way to attract consumer and media attention — a tried-and-true technique common to viral marketing campaigns.
The campaign spots will run across TV and social, while OOH ads are strategically positioned in Houston and Los Angeles.
Wholesome Energy, High Fiber
The first of two spots opens with an alien and a human scientist working to create a doomsday device that will conquer the planet.
Frustrated that he will never be able to take over Earth, the Alien gives up on the machine. The scientist encourages him with a can of Olipop Ridge Rush, which contains wholesome energy and lots of fiber.
After taking a few sips, the Alien is immediately inspired to finish the machine, which glows bright green and vaporizes the scientist, turning her into a skeleton.
A second spot stars two archaeologists, one of whom is disheartened by a collection of assorted dinosaur bones that don't fit together.
His partner invites him to try a can of Ridge Rush, giving him the boost he needs to finish the job while assuring him that nobody really knows what dinosaurs look like anyway.
The advert ends with the two looking at a hilariously wrong-looking skeleton held together by duct tape.
Late last month, soda brand Fanta launched a new campaign with a limited-time flavor in honor of the upcoming film "Beetlejuice Beetlejuice."
