Ben Goodwin on Building Olipop and Scaling a Mission-Driven Brand

Ben Goodwin, co-founder of the prebiotic soda brand Olipop, returned to How I Built This for an advice episode where he fielded calls from founders facing challenges around product education, scaling, and community building. Goodwin, whose company is now valued at over $2 billion and approaching $1 billion in revenue, shared his operating philosophy on brand strategy, capital raising, and the tension between mission and growth.

The Rebrand: Translating Mission to Consumer

Olipop recently launched a refresh of its visual identity, sonic branding, and a new fiber education campaign. Goodwin explained that while the company had always been strong as a "whole brand," he had never felt satisfied with how well they translated the layers of their mission to consumers. The new campaign is already showing results: "We're reaching men at a higher rate. We're reaching older demos at a higher rate. It's the most effective advertising we've put out today."

Goodwin also noted that Olipop remains a fully remote organization with about 280 employees. The company had initially faced investor pressure to get an office, but after learning how to build a thriving remote culture during COVID, they never found a good reason to revert.

On Competition and the Future