Oxypop is a New Zealand beverage brand bringing a cleaner approach to everyday energy. Made with matcha, New Zealand grown apples, natural fruit flavours, and no added sugar, it delivers steady energy that supports focus, mood, and vitality without the jitters or crashes of traditional energy drinks. With Tropical Pop and Citrus Crush, Oxypop offers a refreshing feel good energy experience for modern lifestyles.
Project Challenge
Objective
- The challenge was to introduce Oxypop in a crowded beverage category and build a brand that people would remember beyond its product offering. As a new entrant, the brand needed a distinctive personality that could capture attention, create curiosity, and foster genuine engagement across digital platforms.
The Research
Our research showed that Gen Z connects most with brands that feel relatable, entertaining, and rooted in internet culture, making it essential for Oxypop to show up through eye catching, trend driven content rather than traditional product led communication.
- Focused on eye catching visuals that stop the scroll.
- Leveraged trending meme formats and viral content styles.
- Built content around humour, relatability, and shareability.
- Tapped into fast moving social media trends and conversations.
- Designed content that feels native, fun, and culturally relevant.
Design Approach:
We positioned Oxypop as a culture first beverage brand with a playful and distinctive personality. From packaging ideation and visual storytelling to content strategy and character creation, every element was designed to feel fresh, relatable, and memorable. The communication embraced humour, trends, and social first storytelling, creating a brand world that audiences could instantly connect with and recognise.
The Solution:
The campaign was brought to life through a comprehensive social first ecosystem designed to build curiosity, engagement, and brand recall.
- Teaser campaign and launch communication
- Social media content strategy and execution
- AI powered creatives and trend led reels
- Brand character development with Sage & Lyla
- Packaging ideation and visual storytelling
- UGC collaborations with New Zealand creators
- Launch creatives and digital assets
- Giveaways.
