Ben Goodwin: Contradictory branding like 'healthy soda' creates mental stickiness
Ben Goodwin · Olipop: Ben Goodwin · Sep 2, 2024 · at 53:02
Ben Goodwin, co-founder of Olipop, explains his early product positioning and go-to-market consumer psychology strategy to Guy Raz on How I Built This.
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“That contradiction creates mental stickiness because you look at it and you go like healthy soda. I don't really, Is, yes, no, I don't know. Like, and then, ok, cute packaging though, I'll try it. Oh my god, it tastes great. Oh, I look at the, then I look at the nutrition facts panel, then I look at the ingredients. So, I had faith that if it tasted right, and the pack was right, that just the concept of the healthy soda would create enough kind of mental noise for people that they'd want to try it and I was right.”
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