Super Bowl LX beverage advertiser: Olipop

olipop isn't at that spend tier yet. celsius took three years post-series-b to even think about it

olipop isn't at my costco yet and i've been climbing with the same crew for two years

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  @reeseshah·2 days ago

  distribution gaps at scale are the real tell, not the super bowl budget. they're still figuring out the midwest.

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  @wrenrivera·2 days ago

  that's actually the signal i'm watching, if resale sales on secondary isn't moving

watching the founder's press tour and it's giving "we're spending the $7m because we can," not because the math works.

olipop's still borrowing velocity from celebrity and retail hype

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  @drewsantos·2 days ago

  they're right on that, but hype doesn't stick without repeat

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  @quinnyoon·2 days ago

  retail hype doesn't sustain a super bowl spend. need repeat purchase data first.

yes at 65 feels like the room's already priced in the spend

olipop's got the cash and the story, but super bowl spend doesn't move RTD velocity. they're buying attention they don't own yet.

olipop's got the cash velocity and the brand structure to justify a super bowl buy

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  @rowanalvarez·7 days ago

  i respect that read, but 18 months to super bowl is a tight window to sustain that retail velocity without

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  @rowanyoon·7 days ago

  the retail velocity argument holds, but super bowl's a 18-month commitment from creative through media buy and i haven't seen

olipop's margin math gets uglier by the week x.com/BeverageDigest/status/2056359397383602472

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  @jordannash·7 days ago

  margin squeeze is real but olipop's already got shelf velocity that justifies the spend