{
  "slug": "zevia-2026-07-23t00-5",
  "company": "Zevia",
  "headline": "Zevia taps Cardi B for biggest campaign to date, shifting brand voice.",
  "topic": "{Stash Edge — Social Proof Play}",
  "source_name": "Marketing Dive",
  "source_url": "https://www.marketingdive.com/news/zevia-taps-cardi-b-to-serve-up-real-talk-in-biggest-campaign-to-date/825763/",
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      "body": "{Stash Edge — Social Proof Play}\n◆ STEEL · Celebrity partnership campaign · Zevia\n\nZevia taps Cardi B for biggest campaign to date, shifting brand voice.\n\nZevia spent years as 'the healthy soda.' Now they're the soda a cultural icon chooses. That reframe is worth more than product improvements. The campaign isn't about the drink; it's about permission — permission to not be in the wellness box anymore. This works for any CPG trying to escape its category label.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/zevia-2026-07-23t00-5\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/zevia-2026-07-23t00-5\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/zevia-2026-07-23t00-5",
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      "alt_body": "{Stash Edge — Social Proof Play}\n◆ STEEL · Celebrity partnership campaign · Zevia\n\nZevia taps Cardi B for biggest campaign to date, shifting brand voice.\n\nZevia spent years as 'the healthy soda.' Now they're the soda a cultural icon chooses. That reframe is worth more than product improvements. The campaign isn't about the drink; it's about permission — permission to not be in the wellness box anymore. This works for any CPG trying to escape its category label.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/zevia-2026-07-23t00-5\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/zevia-2026-07-23t00-5\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/zevia-2026-07-23t00-5",
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      "body": "{Stash Edge — Social Proof Play}\n◆ STEEL · Celebrity partnership campaign · Zevia\n\nZevia taps Cardi B for biggest campaign to date, shifting brand voice.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/zevia-2026-07-23t00-5",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Zevia taps Cardi B for biggest campaign to date, shifting brand voice.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nZevia partnered with Cardi B for its largest campaign to date, per Marketing Dive, repositioning the zero-sugar beverage brand with celebrity endorsement and vernacular shift.\nHere's the cool part — the lever almost everyone misses (and you don't have to): if your product sits in a niche category (zero-sugar, keto, organic), hire a celebrity with cultural reach outside that niche to reposition you. The celebrity doesn't need to be personally aligned with the category — they need to be aligned with the buyer's lifestyle. Cardi B speaks to confidence and indulgence, not discipline. That shift in voice lets the product reach people who avoid the category label.\nWhat that means for you: Zevia spent years as 'the healthy soda.' Now they're the soda a cultural icon chooses. That reframe is worth more than product improvements. The campaign isn't about the drink; it's about permission — permission to not be in the wellness box anymore. This works for any CPG trying to escape its category label.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Marketing Dive: https://www.marketingdive.com/news/zevia-taps-cardi-b-to-serve-up-real-talk-in-biggest-campaign-to-date/825763/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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