Gut-friendly soda Olipop has tapped Latina singer, songwriter and company investor Camila Cabello to front its first national advertising campaign five years after the brand launched.
It’s part of Olipop’s new brand platform titled “Real Love Makes Us” and marks a departure from previous marketing efforts touting the health benefits of the soda’s plant-based fiber, prebiotics and other botanical ingredients.
In this “How To Be Camila” spot, Cabello is seen hanging out with family and friends—including her mother and grandmother—as her voiceover explains “Success is always measured by the big stuff. But we forget that it’s the little stuff that really makes us.”
Running in English- and Spanish-language versions, the spot does not mention the health benefits of Olipop.
“Soda is a powerful force that has historically brought people together and fostered social cohesion, family bonding, and lifelong memories,” Olipop founder, formulator and CEO Ben Goodwin said in a news release.
Cuban-born Cabello rose to prominence as a member of the girl group Fifth Harmony.
She is one of several celebrity investors in Olipop that include Nick Jonas, Mindy Kaling and Gwyneth Paltrow.
In a recent interview with CNBC, Goodwin said that Coca-Cola and Pepsi had “come knocking” at Olipop but that “Right now my focus is on blowing business through the roof.”
Neither Coke nor Pepsi responded to outreach by CNBC.
Marketing Daily reached out to an Olipop rep for comment but had not heard back by deadline.