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Zero-sugar beverage manufacturer Zevia PBC has announced the launch of its largest national marketing campaign to date, titled "Real Talk Interpreter", featuring music artist and entrepreneur Cardi B.
The integrated campaign spans national streaming television, video-on-demand, social media, and in-store retail activations. The partnership aims to build brand awareness for Zevia's zero-sugar carbonated soft drink portfolio amidst sustained growth in the better-for-you soda category.
The "Real Talk Interpreter" campaign centres on translating indirect daily interactions into direct commentary, mirroring Zevia's brand positioning around simple ingredients and zero sugar.
The creative push launches with two primary television spots featuring featured product placements from Zevia's core lineup:
š Potluck Spot:Ā Features Cardi B decoding suburban social banter while showcasing Zevia Orange Creamsicle.
šŗ Guidance Counsellor Spot:Ā Focuses on parent-teacher conversations alongside Zevia Creamy Root Beer.
Kirsten Suarez, Chief Marketing Officer at Zevia, stated that the collaboration aims to combine clean-label product awareness with entertaining creative messaging to introduce the brand to new consumer segments.
Retail Strategy
The promotional push comes as zero-sugar carbonated soft drinks continue to outpace conventional full-sugar soft drinks in North America. Consumer purchasing shifts toward reduced sugar and plant-based sweeteners have driven increased competition among emerging and legacy beverage brands.
To translate digital and broadcast engagement into store-level velocity, Zevia is deploying dedicated point-of-sale displays featuring Cardi B across participating US retailers. The in-store materials feature interactive QR codes connecting shoppers directly to promotional sweepstakes and digital campaign content.
Consumer Engagement
In addition to traditional broadcast and digital video assets, the brand is leveraging social media channels to drive user participation:
Interactive Social Submissions:Ā Cardi B will invite followers across TikTok and Instagram to submit everyday scenarios for video responses and direct commentary.
National Sweepstakes:Ā The Zevia x Cardi B Real Summer Sweepstakes offers weekly consumer prizes and co-branded merchandise to encourage repeat engagement throughout the summer trading period.
Digital Integration:Ā Direct-to-consumer and retail traffic initiatives are hosted on a dedicated campaign landing page to track conversion metrics and promotional entry volume.
About Zevia
Zevia PBC is a US-based beverage company specialising in zero-sugar, zero-calorie carbonated soft drinks, iced teas, and energy drinks naturally sweetened with stevia. Headquartered in Los Angeles, California, the company distributes its portfolio across grocery, mass, natural, and e-commerce channels throughout North America.
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