Maximizing Exposure for a Company that Seemingly Has it All

Maximizing Exposure for a Company that Seems to Have it All

Last week I picked my brand and told you why. This week the research had to point at something I could make.

That hand-off is where most strategies quietly fall apart. I see it in my own client work at Serenity Marketing Agency: the audit is thorough, the recommendation is vague, nothing ships. So here is my decision, stated plainly

The content I selected

A comedy-driven, creator-made UGC video ad. Fifteen to forty-five seconds, shot vertically on a phone, posted to TikTok, Instagram Reels, and YouTube Shorts, then amplified with Spark Ads and creator whitelisting.

The important word in that sentence is comedy. Bloom is already making UGC. What it isn't making is anything you'd remember tomorrow.

The problem the research surfaced

I went into discovery expecting to find a visibility gap. There isn't one.

Bloom has roughly 12 billion views across TikTok, Instagram, and YouTube and sits in more than 50,000 retail locations (Saudi FoodTech, 2026). It's tracking toward about $500 million in revenue this year, up from around $300 million (Robert, 2026). It runs a network of about 59,000 affiliates and nearly all of that creative runs the same six-to-ten-second flavor and mixability hook (Latterly, n.d.-b).

That is enormous reach pushing a single template.

The template wasn't a mistake, it's how they gained notoriety. It's a liability now, because Bloom Sparkling Energy drives about 60% of sales (Saudi FoodTech, 2026), and that puts Bloom in the cooler — next to Alani Nu, which Celsius acquired for $1.8 billion (Celsius Holdings, 2025), and Poppi, which PepsiCo acquired for $1.95 billion (PepsiCo, 2025).

You cannot out-spend companies that size while running the creative they run. Bloom's only durable advantage in that cooler is being unmistakable, and humor is the cheapest distinctiveness available to any brand.

Why Does this work?

The persona from my week one discovery still drives this. Demographically, Bloom's customer base is roughly 85% female, concentrated between 18 and 34, in households earning $60K–$120K (Canvas Business Model, 2026). Psychographically, they're college-educated, they value flavor, aesthetics, and ingredient transparency, and the fastest-growing slice of them are wellness novices coming in through gut health rather than gym culture. Behaviorally, they discover products mid-scroll rather than through search, and 31% of women take a purchase action after watching a TikTok video compared with 22% of men (Negus Viveiros, 2024).

The format performance backs it: UGC drives about 29% higher web conversions, UGC ads earn roughly 4x higher click-through at 50% lower cost-per-click, 61% of Gen Z prefer UGC to any other format, and 87% of Gen Z trust online reviews more than advertising (Influee, 2026).

So, the question was never whether Bloom should use UGC. It already does, at scale. The question is what the UGC is allowed to communicate.

Content that has proven to work for other highly reputable companies

Liquid Death — Greatest Hates. A canned water company that went from about $3 million in revenue in 2019 to $130 million in 2022 — roughly a 4,233% increase — on the way to a $1.4 billion valuation (House of Marketers, 2025). Greatest Hates is a recurring album series where the lyrics are real hate comments about the brand, taken verbatim and uncensored. Volume 2 was a 14-song punk record featuring members of Rise Against and Alkaline Trio (Mamo, 2020). The customer experience team pulls the lyrics straight out of real emails and comments (Serra, 2020).

I chose it because the customers genuinely wrote it, and because it's a series rather than a one-off. Liquid Death's SVP of marketing, Dan Murphy, describes one of the brand's best-performing tactics as finding unpaid, unprompted, unbriefed organic posts and putting paid media behind them — letting the feed pick the winners before a dollar of media is spent (Hicks, 2026). Bloom could do that tomorrow with 59,000 affiliates.

Olipop — comment-section comedy and the five-cent PR kit.

The closest competitor doing this well: a functional beverage sold to the same woman on the same platform. In February 2025, Poppi shipped custom vending machines to 32 influencers before the Super Bowl. Olipop's comment put each machine at $25,000, which implied a campaign near $800,000 — a figure Poppi disputes, calling it fabricated and inflated by 60% (Hicks, 2025). The unboxing videos pulled millions of views, and the sentiment curdled — people asked why the machines hadn't gone to schools or nurses. Olipop spent nothing. It replied inside the comment sections of those videos ("For the record, those machines cost $25K each lol") and made itself the people's brand for free (Hicks, 2025). Then it sold 5,000 PR kits to actual customers for five cents each; they cleared out in under two minutes off a 30,000-person waitlist (Donaldson, 2025). Olipop reached roughly 586,400 TikTok followers and 4.2 million likes after pulling ad spend elsewhere to focus on creator relationships (SARAL, 2023.).

I chose it because the joke is a point of view, not a gag. It consistently says we're on your side, not the influencer's. Bloom's affiliates are real customers, so that angle is available and unclaimed.

Red Bull — the Soapbox Race. The brand Bloom now competes with on the energy shelf. Since 2000, across more than a hundred events worldwide, amateur teams build motorless vehicles and send them down an obstacle course in front of thousands of spectators, scored on showmanship as much as speed — a polite way of saying the event is engineered to produce hilarious failure (Red Bull, 2024). And Red Bull can afford to build them: an Adbeat pull on redbull.com shows 117 ads running in a single month across 198 publisher sites, 100% programmatic, with 43% of that creative being video and one landing page live for 666 days (Adbeat, 2026). That's the paid-media machine Bloom is standing next to. The Soapbox Race is the other half of Red Bull's model — every attendee becomes a camera instead of a line item (Aditya Shastri,2022).

I chose it because Red Bull doesn't brief the comedy. It builds a situation that generates comedy and lets the crowd film it. That's the unlock: instead of asking 59,000 affiliates to each invent a joke, give them one absurd, repeatable premise.

A good example to not follow

Bang Energy is the closest thing to Bloom's current model — fitness influencers and college ambassadors pushing dozens of UGC videos a month, roughly $300 million in sales against about $2,200 in traditional media (Extole, 2022), the fastest-growing energy drink in the country by 2020. Then Monster sued over deceptive health claims and acquired Bang's assets out of bankruptcy in 2023 (Latterly, 2025a).

That collapse isn't abstract to me. I was on the move crew that moved the founder out of his house after the sale — a sprawling multi-acre property in one of the most exclusive neighborhoods in South Florida. A single campaign or misinformation brought down a household name and a generation of legacy.

UGC volume is not a moat if the content is carrying claims the product can't back For context, I recall the founder of Bang Energy claiming that his formula was capable of curing alzheimer's, which his own influencers and staff most likely began to reiterate in pitches and day to day conversations.

A Comprehensive Campaign: Crash the Cooler

A format alone isn't a strategy, so here's how I'd launch it.

Bloom invites its affiliate network and its customers to submit a 30-second comedy spot for Bloom Sparkling Energy, shot vertically on a phone. One creative rule, borrowed from Liquid Death: the can can't be the punchline. Entries post publicly under a branded hashtag, a public vote narrows the field, and the winner takes cash plus the thing creators actually want — their spot becomes Bloom's paid creative for the quarter, running as a whitelisted Spark Ad with their handle still on it.

The precedent is Doritos' Crash the Super Bowl, which ran eight editions between 2006 and 2016 and drew more than 36,000 fan-made entries, with a fan-made spot cracking USA Today's Ad Meter top five every year of that run and finishing first four times. Doritos revived it for Super Bowl LIX and pulled more than 2,000 entries against a single $1 million prize (Notte, 2025).

It fits Bloom because the current affiliate program rewards compliance — 59,000 people making the same flavor demo — while a contest rewards distinctiveness. It also inverts the cost structure: 2,000 entries against one prize is 2,000 pieces of creative, and every entry is a Bloom ad whether it wins or not. That's the Red Bull mechanic. The public vote is the Olipop move, making customers rather than influencers the stars. And every entry gets screened so nothing carries a health claim Bloom can't back — the guardrail Bang didn't have.

Studying a brand this month too? Tell me what content type you landed on, and what almost talked you out of it — by connecting with me on LinkedIn below

References

Adbeat. (2026). Adbeat :: Advertiser profile | redbull-com | redbull-com. Adbeat.Com. https://www.adbeat.com/free/advertiser/Red-Bull/redbull-com

Aditya Shastri. (2022). In-depth marketing strategy of red bull - 2022 | IIDE. In IIDE. https://iide.co/case-studies/marketing-strategy-of-red-bull/

Canvas Business Model. (2026). What are the customer demographics and target market of Bloom Nutrition? In Business Model Canvas Templates. businessmodelcanvastemplate.com. https://businessmodelcanvastemplate.com/blogs/target-market/bloom-nutrition-target-market

Celsius Holdings. (2025). Celsius holdings completes acquisition of Alani NU®. Celsiusholdingsinc.Com. https://ir.celsiusholdingsinc.com/news/news-details/2025/Celsius-Holdings-Completes-Acquisition-of-Alani-Nu

Donaldson, A. (2025). Olipop’s latest marketing stunt drew a 30,000-person waitlist—And sold out immediately. In Inc. https://www.inc.com/ali-donaldson/olipops-latest-marketing-stunt-drew-a-30000-person-waitlist-and-sold-out-immediately/91208652

Extole. (2022). How bang energy drink influencers tap into gen Z to generate $300 million in sales | extole. In Extole. https://www.extole.com/blog/how-bang-energy-drink-influencers-tap-into-gen-z-to-generate-300-million-in-sales/

Ghost Cult Magazine . (2020, November 17). Liquid death drops “greatest hates volume II” with punk rock legends. Ghost Cult Magazine. https://ghostcultmag.com/liquid-death-drops-greatest-hates-volume-ii-with-punk-rock-legends/

Hicks, K. (2025). How poppi’s super bowl vending machine campaign spiraled out of control. In Marketing Brew. Morning Brew. https://www.marketingbrew.com/stories/2025/02/13/poppi-olipop-super-bowl-vending-machine-campaign-controversy

Hicks, K. (2026). How liquid death is keeping social marketers on their toes. In Marketing Brew. Morning Brew. https://www.marketingbrew.com/stories/2026/01/12/liquid-death-social-marketing-strategy

House of Marketers. (2025). Liquid death built a $1.4B brand with TikTok comedy marketing. In House of Marketers. https://houseofmarketers.com/liquid-death-marketing-strategy/

Influee. (2026). 44 Mindblowing UGC statistics every business owner needs to know. In Influee.co. https://influee.co/blog/ugc-statistics

Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89. https://doi.org/10.1509/jm.74.2.71

Latterly. (2025a). Bang energy marketing strategy 2025: A case study – latterly.Org. In Latterly.org. https://www.latterly.org/bang-energy-marketing-strategy/

Latterly. (2025b). Bloom Nutrition Marketing strategy 2025: A case study – latterly.Org. In Latterly.org. https://www.latterly.org/bloom-nutrition-marketing-strategy/

Mamo, H. (2020, November 18). Alkaline trio & rise against members help liquid death water turn hate tweets into a punk album. Billboard. https://www.billboard.com/music/rock/liquid-death-mountain-water-releases-greatest-hates-vol-2-album-hater-comments-9486200/

Negus Viveiros , B. (2024). TikTok views lead to shares, research, purchases—Especially among women. In EMARKETER. https://www.emarketer.com/content/actions-taken-from-tiktok-views

Notte, J. (2025). Doritos crash the super bowl ad wins space battle for creators. In Adweek.com. Adweek. https://www.adweek.com/brand-marketing/doritos-crash-the-super-bowl-ad-winners-creators/

PepsiCo. (2025). PepsiCo completes acquisition of poppi, accelerating strategic portfolio transformation. In Pepsico.com. https://www.pepsico.com/newsroom/press-releases/2025/pepsico-completes-acquisition-of-poppi-accelerating-strategic-portfolio-transformation

Redbull. (2024). Soapbox Race. In Redbull.com. https://www.redbull.com/int-en/tags/soap-box-race

Robert, Y. (2026, April 28). How Bloom Nutrition is scaling to $1 billion by prioritizing its community first. Forbes. https://www.forbes.com/sites/yolarobert1/2026/04/28/bloom-nutrition-scaled-to-1-billion-by-prioritizing-its-community-first/

SARAL. (2023). Cracking open the can: Olipop’s influencer marketing strategy unveiled. In www.getsaral.com. https://www.getsaral.com/academy/olipop-influencer-marketing

Saudi FoodTech. (2026, June 29). From greens powder to $500m platform — How bloom nutrition rewrote the supplement playbook. Saudi FoodTech. https://saudifoodtech.sa/from-greens-powder-to-500m-platform/

Serra, M. (2020). Here’s how liquid death turned hate comments into a punk album. In Alternative Press Magazine. https://www.altpress.com/liquid-death-album-greatest-hates-interview/

Why I'm Spending a Month Studying a Nutritional Company

By Andre Keegan • August 9, 2026

Bloom Nutrition, A monolith of exposure

Owner of Agency standing indoors in front of framed artwork, wearing glasses and a white shirt.

Why Serenity Marketing is Rewriting the Rules of Digital Growth (And How It Impacts You)

By Andre Keegan • May 19, 2026

When you look at the digital marketing world today, it’s easy to get frustrated. The landscape is crowded with high-priced agencies chasing algorithmic hacks, hyper-aggressive sales pitches, and transactional strategies that put profit entirely ahead of people. But what happened to real partnership? What happened to using business as a vehicle to uplift the community around us? When I founded Serenity Marketing Agency L.L.C., I didn't want to build just another service provider. I wanted to build an ecosystem. Our mission is simple: We help local business owners, entrepreneurs, and creatives find their true voice, amplify their digital exposure, and grow their reach—all while anchoring everything we do in genuine community impact. Here is a look at what we do, who we serve, and how we are doing things differently to take your business forward. Driven by Purpose, Led by Value At Serenity Marketing, we operate on a core guiding principle: Enriching your value while serving others. We meet you exactly where you are today to unlock your full digital potential. Whether you are a family-owned small business trying to get found on Google, an artist or musician trying to cut through the noise, or a local non-profit pushing for change, your digital presence should reflect your values. We specialize in taking the heavy, frustrating backend tech off your plate. From seamless automation and high-converting marketing frameworks to targeted campaign strategies, we handle the infrastructure so you can focus on your passion. But we don’t stop at just building websites and running ad campaigns. We measure our true success by how much we give back. The Philanthropy Funnel: Growing Your Business to Help Others We believe in a shared-growth model. When you partner with Serenity Marketing, you aren’t just investing in your own commercial growth—you are actively participating in a cycle of community support. Here is exactly how our framework operates: "You buy services from us, and we help inject a portion of that momentum directly back into something that inspires you, or into a local business or marginalized community member that is currently struggling." By constructing this funnel for philanthropy, every milestone your business reaches helps pick up the people and community around you. It’s a strategy designed to gain long-term community trust, inspire collaboration, and level the playing field for small businesses that deserve a real chance to thrive. Building an International Ecosystem Our long-term vision extends far beyond typical marketing metrics. We are actively building a collaborative network of business influencers, professionals, artists, and neighborhood pillars who are ready to support, mentor, and assist one another. When small businesses support local creatives, and local creatives amplify small businesses, the entire local economy transforms. Serenity Marketing is here to provide the platform, the tools, and the digital strategy to link those chains together. Let’s Take Your Business Forward Every challenge your business faces right now is just an opportunity waiting to be seized. If you are tired of manual backend chaos, ready to increase your visibility, or want to scale your brand in a way that aligns with your morals, let's talk. We are here to create a safe space for your brand to scale, balance your technical weaknesses with our structural strengths, and help you leave a legacy you're proud of. Ready to find your digital voice?