Olipop: Ben Goodwin
How I Built This with Guy Raz
Navigating Healthy Contradictions
Establishing a successful beverage hinges on effectively communicating the value proposition to consumers, particularly when the product presents a contradiction, like a healthy soda. Recognizing that potential customers are increasingly seeking low or no sugar options, brands must clearly articulate additional benefits, such as gut health or fiber content, while avoiding confusion or skepticism. The initial consumer reaction can often involve mental pushback against the idea of a 'healthy soda,' but strategic packaging and communication can mitigate this. Thus, the intersection of consumer desires and perceived contradictions can create memorable brand experiences, leading to trial and acceptance.
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