The Sober Curious Shift: A New Kind of Social Status
Gen Z is leading the “sober curious” movement, favoring mindful consumption over escapism. According to a 2024 NCSolutions study, 61% of Gen Z plan to reduce their alcohol intake—a 53% jump from the previous year (source).
Prebiotic sodas have emerged as a way to opt into wellness without sacrificing social cues. They’re functional, fun, and most importantly, they mean something.
These cultural cues are what we decode and design around. Our brand strategy work helps clients find their place in the conversation—and in the lifestyle choices of their audience.
Branding That Speaks Gen Z
Olipop’s nostalgic flavors and Poppi’s bold influencer campaigns aren’t just smart marketing—they’re emotional architecture. They’ve turned soda into a status symbol, rooted in health-conscious habits and a curated aesthetic.
- Olipop leans into storytelling: flavors that call back to childhood, visual cues that suggest simplicity and science (NoGood breakdown).
- Poppi taps social clout: TikTok virality, UGC, and hyper-targeted FOMO moments (Adweek analysis).
Branding is no longer about product-first messaging. It’s about experience-first ecosystems. We help brands build intentional identities that live where their audience lives—from fridge doors to For You Pages.
What Brands Can Learn
Prebiotic sodas offer a case study in modern brand building: blending emotion, aspiration, and authenticity.
If you’re trying to connect with Gen Z (or any culturally attuned consumer), the takeaway is clear:
- Sell values, not features.
- Design for emotional utility, not just function.
- Create experiences that feel like inside jokes, not broad broadcasts.
We call this emotional design. And it’s how we help our clients shift from selling products to building presence.
Your Brand. Their Lifestyle.
At W.Bradford, we help brands figure out what they mean—and how that meaning shows up in a rapidly evolving world.
Whether you’re launching a new product or refreshing your brand for a Gen Z audience, we help you design for relevance, resonance, and ROI. Because in today’s market, alignment is influence.
