OLIPOP: THE SEARCH
FOR SQUAREPANTS
We were briefed by Olipop to partner with Paramount to launch a new flavour, and create a SpongeBob edition to coincide with the release of the new SpongeBob Search For Squarepants movie, placing Olipop at the heart of this cultural moment and grow brand awareness with a huge new fan base.
We named the new flavour ‘Pineapple Paradise’, a fun link back to SpongeBob’s underwater home.
Our brief was to create an individual can design, but we thought, why not make the new favour into a treasure hunt? We turned the cans into five collectable characters, each with a different super expressive face inspired by SpongeBob’s playful and wacky personality.
We designed multipacks that don't tell you which expression they contain, and sent fans to ‘Search for SquarePants’, generating thousands of posts and user-generated content for Olipop and Paramount.
This provides an invitation for consumers to hunt for every different SpongeBob can, an extension of the Pirate ‘Search for SquarePants’ theme of the Movie.
We named the new liquid ‘Pineapple Paradise’ and created a unique multipack concept. Each carton contains just one of the facial expressions, with different expressions being stocked at different retailers.
This leads the consumer to engage in the ‘Search for SquarePants’, to collect each of the different cans.
When lined up on shelf, the different SpongeBobs appear to interact with each other,
for ultimate stand out and collectability.
The result: by creating a treasure hunt experience and not just a can, the new drink
became Olipop’s most talked about and fastest selling innovation ever!
