Olipop is making waves this summer with a limited-edition soda inspired by one of pop culture’s most beloved undersea residents. The brand, known for its “better-for-you” soft drinks, has unveiled Pineapple Paradise — a tropical blend of pineapple and mandarin — in partnership with the upcoming film SpongeBob SquarePants: Search for SquarePants.
Starting August 8, players of SpongeBob Tower Defense on Roblox can collect virtual cans of Pineapple Paradise as in-game rewards. Completing special quests will unlock five unique can designs, each offering a code for a free product. The fun doesn’t stop online: fans can hunt for all five physical versions of the limited-edition cans in stores, submit proof of their collection online, and earn points redeemable for prizes ranging from exclusive merchandise to a mini fridge.
This playful crossover taps into SpongeBob’s iconic pineapple home while targeting younger male consumers, a demographic that makes up the bulk of Roblox’s global audience. The gaming platform recently reported 111.8 million daily active users, a 41% jump year-over-year, making it an attractive space for brands seeking to connect with Gen Alpha and Gen Z.
Olipop’s move comes amid growing competition in the functional soda market. PepsiCo’s $2 billion acquisition of prebiotic rival Poppi and Coca-Cola’s launch of Simply Pop earlier this year signal a crowded playing field. Founded in 2018, Olipop differentiates itself with high fiber content and only two to five grams of sugar per can, positioning itself as a modern alternative to traditional sodas.
The Pineapple Paradise launch follows a summer of high-profile campaigns for Olipop, including celebrity endorsements from Joshua Jackson and Kristin Chenoweth, and a nostalgia-themed collaboration with Amazon Ads. With its mix of collectible packaging, gaming integration, and pop-culture relevance, the brand is betting big on blending fun with functionality — both in the digital world and on store shelves.
