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

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Text version: https://stenobird.com/podcast/ad-age-marketer-s-brief-244230/inside-skypop-s-playbook-for-marketing-protein-soda-to-everyday-consumers.md
Podcast: [Ad Age Marketer's Brief](https://stenobird.com/podcast/ad-age-marketer-s-brief-244230)
Published: 2026-03-11T09:00:00+00:00
Episode link: https://marketersbrief.libsyn.com/inside-skypops-playbook-for-marketing-protein-soda-to-everyday-consumers
Audio file: https://traffic.libsyn.com/secure/marketersbrief/Inside_Skypops_playbook_for_marketing_protein_soda_to_everyday_consumers.mp3?dest-id=1162928
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Duration seconds: 1301

## Resource

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.

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## Transcript

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