SUPERGIRL x HIP POP: WHEN NO ONE PLAYS SIDEKICK
HOW THE BEST BLOCKBUSTER COLLABORATIONS BECOME A NATURAL PART OF THE STORY
With each superhero adaptation that takes flight on the big screen, there’s always a marketing campaign to learn from.
As a creative drinks agency, we’re always interested in where a drinks lens can take us, exploring the creative strategies that connect brands with culture, whether that's into the worlds of art, fashion or, in this case, film, taking us all the way to Krypton for the recently released Supergirl movie.
As part of the journey to mark Supergirl’s silver screen outing, DC studios partnered with functional drinks brand: HIP POP, launching two limited edition flavours: Yellow Sun Lemonade and Berries & Cherries. Here are the three ways this collaboration led a masterclass in brand activation, showing how seemingly different drinks brands and entertainment can thoughtfully come together.
ONE: SEEMINGLY UNRELATED? THE PERFECT TEAM UP IS IN THE DETAILS
On paper, these may seem like two brands that are worlds apart. On the one hand, you have a film centred around a character with otherworldly powers and only one real, tangible weakness. On the other, you have a real fruit-based kombucha brand that candidly states ‘it all started with IBS and a dream.’
However unlikely the pairing may seem, the idea behind the partnership is surprisingly fitting. Once you look closer at the details, the synergy becomes clear, demonstrating the type of insight-driven thinking a drinks marketing agency looks for when evaluating stand out partnerships.
HIP POP focuses on wellbeing and strength, with an ethos centred around "unleashing the power within", which just so happens to be a key theme in Supergirl's story, one that many people can relate to. This single thread works to establish a clear narrative connection between the brand and the film. A single thread is more than enough, especially when it's so impactful, it could be made of kryptonite.
With many collaborations of this nature, there's a risk of veering into over-the-top product placement. A prime example is Liquid I.V.'s partnership with Off Campus, where the brand and product were referenced and shown excessively throughout the series. However, the strategy behind the HIP POP partnership is subtle, narrative-led and effective. Rather than forcing its way into the story and disrupting the rhythm, it lays the groundwork by reinforcing themes that naturally exist within the film itself.
TWO: EVERY HERO NEEDS THE PERFECT COSTUME
What we appreciate most about this partnership is the packaging design. From the nod to the comics through the Yellow Sun flavour, to the way HIP POP has incorporated some of Supergirl's edgier visual cues without losing its core visual identity of bright colours and health-first messaging, the design feels fun, eye-catching and considered.
It's also another example of the partnership's storytelling approach. Rather than treating Supergirl as something to simply layer onto the can, elements from the film have been woven into HIP POP's existing design system. The result feels much more natural and helps create a stronger connection between the two brands.
Our favourite detail is how they've kept at least one fruit illustration on each can and transformed it into a planet, a clever nod to Supergirl's home planet, Krypton. It's a small touch, but one that demonstrates a deeper understanding of both worlds and shows how even familiar brand assets can be reimagined to support the collaboration.
Often with partnerships like this, there's a tendency for the film being promoted to completely overwhelm the packaging. Here, though, it feels much more balanced. HIP POP remains unmistakably HIP POP, while Supergirl's influence is present throughout. Rather than one brand borrowing the attention of the other, it feels like two brands coming together on equal footing, creating collaboration that feels credible to both audiences and the wider drinks industry.
THREE: UNDERSTANDING THE ORIGIN STORIES
Our last observation about this partnership is that it demonstrates a strong understanding of both audiences. Superhero film collaborations can often skew towards traditionally masculine themes, but Supergirl appears to be occupying a more inclusive space, with messages of empowerment, confidence and optimism that naturally align with the sense of wellbeing HIP POP consumers connect with.
What's particularly interesting is that HIP POP isn't the only wellbeing-focused brand involved. Supergirl has also partnered with RedPop Apples, suggesting that positivity and making healthy choices could be recurring themes. Rather than securing partnerships purely for reach, there appears to be a more consistent narrative running through the brands they've chosen to work with.
Whether that thread carries through into the film itself remains to be seen, but it's certainly done enough to pique our interest. We’re excited to check out the film and see how the themes teased throughout the campaign play out on screen.