Bringing the internet’s favorite talk show to a product launch

Request: Spindrift was preparing to launch Spindrift Soda, a new product line expanding beyond the brand’s sparkling water roots.

To introduce the product in a way that felt culturally relevant and social-first, we needed a launch concept that would generate conversation online, reach younger audiences, and showcase the bold personality of the new soda line.

The goal was to create highly shareable content that could live natively on social platforms, while positioning Spindrift Soda as a fun, modern alternative in the soda category.

Response: We partnered with Davis Burleson, creator of the viral social talk show “What’s Poppin’?”, known for his fast-paced interviews with creators and celebrities.

The concept: bring the “What’s Poppin’?” format into the Spindrift Soda launch, capturing playful interviews, creator interactions, and behind-the-scenes moments with talent attending the event.

The collaboration allowed Spindrift to tap directly into internet culture and creator communities, producing short-form content designed specifically for TikTok and social platforms while organically integrating the new soda flavors.

This approach transformed the launch from a traditional product introduction into a social-first content moment.

Result

• Generated 10M+ views with highly shareable short-form content across creator and brand channels
• Drove significant social media engagement and conversation around the soda launch
• Amplified reach through creator audiences and influencer participation
• Positioned Spindrift Soda as a fun, culturally relevant entry into the soda category