Influencer marketing for the drinks people share without being asked
Prebiotic soda, soda alternatives, canned water, boxed wine, the whole better-for-you aisle. We build creator programs that get your can into real hands, real fridges, and real videos. Cheap views, fast retail pull, and creators who move product.
What we do
You already know the drink is good. The hard part is getting it tried. People do not switch sodas because of a banner ad, they switch because someone they follow cracked the can on camera and looked happy about it. That is the whole game in functional beverages, and creators are how you win it.
Look at what the winners actually did. In a campaign we studied from the outside, Poppi went from about $26M in 2021 to $500M in 2024, then a $1.95B acquisition, with a founder video that pulled 17M views and a wall of get-ready-with-me creators behind it. We did not run that program, we analyzed it. The pattern is plain. Put the product in front of the right faces, again and again, until trying it feels normal.
OLIPOP, in our outside analysis, leaned on micro and mid creators on 10 to 20% commission and organic placement over polished branded video. Partner hashtags piled up 560M+ views, and creators went from 4% of sales to 12%. Liquid Death grew from $10M to $333M on packaging built to be shared. None of this is luck. It is volume of honest looking content, aimed at the right people.
Here is the part most brands miss. You do not need a celebrity budget to start. In a campaign we studied, the boxed wine brand Gratsi got 7.5M views across 26 TikToks at a $1.69 CPM, about 73% below the going rate, and 10x sales in a single month. Beverage content is cheap to seed and it travels far, because a drink is easy to show and easy to want.
So that is what we do for you. We find the creators whose audience actually buys what you sell, we run the seeding and the commission deals, and we keep the content coming so your launch or your retail set has air cover. You bring the drink. We bring the people who make it spread.
Functional & Better-For-You Beverages, results we run on
Functional & Better-For-You Beverages, results we run on
$1.69
CPM in a campaign we studied
Gratsi boxed-wine TikToks, about 73% below the going rate. Outside analysis, we did not run it.
560M+
views on partner hashtags
OLIPOP prebiotic soda, micro and mid creators. Outside analysis.
17M
views on one founder video
Poppi functional soda. Outside analysis, our read of a public campaign.
982%
return tied to creators
OLIPOP, creators grew to 12% of total sales. Outside analysis.
Why this category is different
Why functional beverages win with creators faster than almost anything else
A drink is the easiest product in the world to show. There is no long demo, no before-and-after, no script. A creator cracks the can, takes a sip, says one honest line, and the whole pitch is done in six seconds. That is why beverage CPMs run so low. In the Gratsi campaign we studied, the cost was $1.69 per thousand views, roughly 73% under the usual rate, because the content is short and people watch it to the end.
The other thing functional brands forget is retail. Views are nice, but you win when someone sees the can on TikTok and then grabs it off the shelf that week. Creator content is what closes that loop. In our outside read of OLIPOP, partner hashtags piled up past 560M views and creators climbed from 4% to 12% of sales, which is the kind of pull a store buyer notices. We line your creator pushes up with your retail moments on purpose, so the demand and the shelf show up at the same time.
And you can start small. You do not need a Liquid Death sized budget to get going, you need a steady run of micro and mid creators on commission, real product seeding, and content that keeps coming. We handle the sourcing, the deals, the briefs, and the tracking, so your team can keep making the drink while the program runs underneath it.
Functional & Better-For-You Beverages proof
See real campaigns in this space and what they produced.
You won't have to fill out a form, wait two days, and then receive a generic slide deck. Instead here is how we work:
- 01
You start by booking a call with us
You book a call with us and 12 other agencies.
- 02
We send you everything before we talk
You get all the info before the call. If something looks off, please cancel. We don't waste your time and you don't waste ours.
- 03
On the call we cover three things
What do you want? Can we deliver it? If not, we refer you to one of our 24+ agency partners who can.
Not ready to talk to us?
Next issue, every Monday
We found the best performing creators for Jun 29 → Jul 5.Hand-picked, not the same five names.
Plus the Influencer Advisory Consultant GPT.
FAQ / 005
Common Functional & Better-For-You Beverages questions
Less than most founders expect. Beverage content is cheap to produce and watch, so the cost per view stays low. In a campaign we analyzed from the outside, boxed wine brand Gratsi ran TikToks at a $1.69 CPM, about 73% below the going rate. We usually start brands on a seeding plus commission model, where you cover product and a small fee or a 10 to 20% cut of sales, so spend tracks results instead of a flat retainer.
Functional & Better-For-You Beverages playbooks + guides
Know the rules of this category.
Plain guides on what to say, what to skip, what gets pulled, and what passes.
Meet the team
