Shaking up the Soda Space with Marisa Zupan, CO-Founder and CEO of United Sodas
Stairway to CEO
· with Marisa Zupan
· April 13, 2021
· 70 min
Summary
Marisa Zupan, Co-Founder and CEO of United Sodas, shares how she launched a direct-to-consumer beverage brand during a pandemic and achieved over one billion press impressions within six months. This episode offers critical insights into brand differentiation, effective PR strategies, and the considerations for scaling a DTC brand into retail, providing a valuable roadmap for ecommerce operators aiming for rapid growth and market penetration.
Key takeaways
Leverage a strong brand narrative and unique product positioning (e.g., 'better for you' ingredients, inventive flavors, elevated design) to disrupt established markets and attract consumer attention.
Prioritize aggressive PR and media outreach from day one to generate significant earned media, which can be more impactful than paid advertising for nascent brands looking to build credibility and widespread awareness.
Develop a clear strategy for transitioning from a pure DTC model to include traditional retail, understanding the operational shifts and market positioning adjustments required for omnichannel success.
Embrace agility and adaptability, especially when launching during uncertain times like a pandemic, to pivot strategies and capitalize on emerging opportunities.
Focus on creating a unique product that meets evolving consumer demands, such as the 'better-for-you' trend, to establish a strong product-market fit and differentiate from competitors.
Marisa Zupan is the Co-Founder and CEO of United Sodas. United Sodas is a DTC soda brand on a mission to reinvent soda into a high quality, better for you beverage with inventive flavors and an elevated design aesthetic delivered straight to your door. In this episode, Marisa shares with us her journey from growing up as an only child living in Italy and Ohio to working in marketing, media and brand strategy at agencies such as Anomaly, 360i, and Undercurrent, to launching United Sodas during a global pandemic in May of 2020. She talks with us about press strategy, how she was able to achieve over a billion impressions within their first six months, and how she thinks about entering into retail.
Frequently asked about this episode
What does this episode say about brand strategy?
Leverage a strong brand narrative and unique product positioning (e.g., 'better for you' ingredients, inventive flavors, elevated design) to disrupt established markets and attract consumer attention.
What does this episode say about dtc growth?
Prioritize aggressive PR and media outreach from day one to generate significant earned media, which can be more impactful than paid advertising for nascent brands looking to build credibility and widespread awareness.
What does this episode say about market disruption?
Develop a clear strategy for transitioning from a pure DTC model to include traditional retail, understanding the operational shifts and market positioning adjustments required for omnichannel success.
What does this episode say about public relations?
Embrace agility and adaptability, especially when launching during uncertain times like a pandemic, to pivot strategies and capitalize on emerging opportunities.
What does this episode say about brand strategy?
Focus on creating a unique product that meets evolving consumer demands, such as the 'better-for-you' trend, to establish a strong product-market fit and differentiate from competitors.
