THE SITUATION
Culture Pop, a probiotic soda brand loved by Millennials and Gen Z, saw an opportunity to leverage the “Dry January” movement in a way that resonated with their audience.
Instead of simply promoting their product, they crafted an interactive and engaging brand experience that encouraged participation and conversation.
THE CHALLENGE
Culture Pop wanted to boost brand awareness and drive engagement during Dry January, a month when consumers shift focus toward healthier, non-alcoholic beverage options.
The goal was to stand out in a crowded space while staying true to their brand identity—playful, culture-driven, and community-focused.
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THE SOLUTION
The Stran team worked with Culture Pop to develop a custom “Dry January” kit that brought the brand’s fun, fizzy energy to life. The kits featured:
- A one-month supply of Culture Pop sodas
- Infusion kits for making creative mocktails
- A set of four Tossware glasses, reinforcing the at-home bar experience—minus the alcohol
THE RESULTS
Culture Pop sent 195 mailers to influencers, and the response exceeded expectations. The campaign achieved:- 84 influencers posting about the mailer (43% post rate), outperforming their typical gifting efforts by 10%
- 3M+ impressions on social media channels from influencer content
- Overwhelmingly positive sentiment, with excitement about the product and presentation
The campaign hit the sweet spot between fun and meaningful, leveraging a culturally relevant trend while staying on-brand.
By combining branded merchandise with a smart digital strategy, Culture Pop turned Dry January into an interactive brand moment, sparking engagement and growing their audience.
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KEY TAKEAWAYS
- Branded merch isn’t just about swag—it’s about storytelling. Culture Pop used their kits to craft a narrative that resonated with their audience.
- Physical and digital go hand in hand. The kits weren’t just giveaways; they fueled a larger social strategy, leading to increased engagement.
- Cultural relevance is key. Tapping into Dry January allowed Culture Pop to insert their brand into an organic, timely conversation.
Looking to turn your next marketing idea into an unforgettable campaign? Stran can help bring your vision to life. Let’s chat!
Contact us today for creative solutions to build your brand
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