Zevia launches biggest campaign to date with Cardi B
The famous rapper stars in brand's 'real talk' themed commercials.
1Zevia's big move
Healthy soda brand Zevia partners with rapper Cardi B for its largest marketing campaign yet. Titled 'Real Talk Interpreter,' the campaign blends the brand's natural ingredients focus with Cardi B's unfiltered persona.
2Humor-driven ads
In two campaign spots, Cardi B interprets people's indirect conversations. From school counselors to potluck parties, she reveals 'what they really mean,' emphasizing the brand's authentic identity through everyday situations.
3Multi-channel approach
The campaign spans TV, social media, and retail elements. Consumers can share complex conversations for Cardi B to decode on brand channels. A sweepstakes with prizes like autographed merchandise adds engagement.
4Long-term partnership
Cardi B isn't just a spokesperson but also a Zevia shareholder and ambassador. This two-year collaboration aligns with the brand's cultural impact goals. CMO Kirsten Suarez highlights the importance of this 'non-traditional' deal.
5Positioning against competition
Facing rising competition in the better-for-you soda category from Gen Z favorites like Poppi and Olipop, Zevia leverages Cardi B's popularity to strengthen brand awareness and stand out in a crowded market.
6Growth momentum
With net sales up 21.2% YoY, Zevia is increasing marketing investments. Through packaging redesigns and distribution strategy shifts, the brand aims to sustain growth momentum with this Cardi B collaboration.
Original article: Marketing Dive — Zevia, Cardi B ile en büyük kampanyasını başlatıyor