Soul & Science: Fast Forward Your Marketing Mind
Olipop Co-Founder & President David Lester | Breaking Your Way to Better Outcomes (2022)
May 20, 2024 · 29 min
Why listen
How a bag of homemade soda led to a prebiotic drink brand pulling 50% of revenue online.
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In this episode
- Why nostalgia is a serious marketing strategy for health brands
- How to spot a better path when the obvious approach looks stupid
- What humility actually does for your learning curve in a new industry
- How to balance data science with the gut instincts that data cannot replace
About this episode
This week, we're revisiting our inspiring conversation with David Lester, Co-founder at Olipop.There’s an alchemy to relationships, including the ones between co-founders. David Lester, co-founder at good-for-you-soda company, OLIPOP, first heard about his future business partner, Ben Goodwin, while he was quitting his 10-year job at global beverage giant Diageo. His then boss thought they’d work well together. The first meeting between entrepreneurs was memorable as Ben showed up with a bag of home-made soda. The pair went on to run a kefir beverage startup, followed by OLIPOP. Packed with healthy prebiotics and a tenth the sugar of regular, OLIPOP brilliantly markets taste, health and nostalgia while drawing 50% of revenues through online channels, just a few of Lester’s marketing feats.
In this episode you’ll learn:
- Soda psychology is grounded in our earliest memories.
- Three-quarters of the population is trying to make healthy adjustments.
- When something seems stupid, that’s your cue to figure out a better way.
- That humility will take you from knowing nothing to expertise.
- Data science surrounds us, but your soul processes the insights
About Soul & Science: Fast Forward Your Marketing Mind
Soul & Science is an award-winning podcast where marketing’s brightest minds reveal what it takes to build breakthrough brands. Hosted by Jason Harris, each episode explores the balance between brand building (Soul) and business performance (Science).
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