<description>&lt;p&gt;SkyPop CMO Dave Cohen discusses the protein boom on the beverage aisle, and how the brand uses TikTok and audio sampling in their marketing gameplan. He also discusses how the brand, which formerly went by Don't Quit, positions their protein soda as a product for everyone and not just athletes.&lt;/p&gt;</description>

Ad Age Marketer's Brief

E.J. Schultz & Adrianne Pasquarelli

Inside SkyPop's playbook for marketing protein soda to everyday consumers

MAR 11, 202621 MIN
Ad Age Marketer's Brief

Inside SkyPop's playbook for marketing protein soda to everyday consumers

MAR 11, 202621 MIN

Description

SkyPop CMO Dave Cohen discusses the protein boom on the beverage aisle, and how the brand uses TikTok and audio sampling in their marketing gameplan. He also discusses how the brand, which formerly went by Don't Quit, positions their protein soda as a product for everyone and not just athletes.