Paramount Pictures and OLIPOP have teamed up to create a campaign that extends the excitement of The SpongeBob Movie: Search for SquarePants beyond theaters. This partnership works because it hits multiple marketing touchpoints at once: it taps into millennial nostalgia, engages families with kid-friendly products, and reaches younger audiences through interactive digital channels.
The campaign’s Pineapple Paradise flavor celebrates SpongeBob’s iconic pineapple home, while collectible can designs turn a simple soda purchase into a playful scavenger hunt.
By connecting the product to the film’s world, the activation makes OLIPOP more than just a tie-in.
Strategic brand synergy: Wellness soda meets Nickelodeon nostalgia
OLIPOP’s Pineapple Paradise flavor is a masterstroke for promoting The SpongeBob Movie: Search for SquarePants. With only 4g of sugar, 35 calories, and 6g of fiber, the soda aligns with OLIPOP’s health-first positioning.
By tapping into a brand built around gut health, Paramount and OLIPOP reinforces a value proposition that resonates with modern parents who want more than just sugary soda for their families.
Audience alignment: Millennials, parents & kids in one campaign
The collaboration bridges generations. Millennials who grew up watching SpongeBob now represent a substantial portion of OLIPOP’s consumer base and many are parents themselves. This makes Pineapple Paradise a smart pick: it’s nostalgic for adults, but also kid‑friendly in flavor and ingredients.
According to MarketingDive, the in-game activation on Roblox is designed to reach younger users, a demographic heavily present on the platform. Meanwhile, OLIPOP’s social reach via creator campaigns at major retailers like Target and Walmart ensures the soda is visible where both parents and nostalgia-driven buyers shop.
Integrated film marketing that extends beyond the screen
Rather than a simple co-branded can, this campaign weaves together real-life and digital engagement. OLIPOP and Paramount launched a treasure hunt: there are five collectible can designs inspired by SpongeBob’s expressions, and fans are encouraged to “search for SquarePants” across stores.
On the digital front, from August 8–17, OLIPOP was integrated into SpongeBob Tower Defense on Roblox. Players could collect virtual cans, unlock exclusive designs, and even redeem codes for real-world 4‑packs (5,000 codes available).
This multi-layered approach builds a holistic brand moment. Every soda purchase, social post, and in-game quest points back to the film, making OLIPOP not just a sponsor, but a meaningful part of the Search for SquarePants ecosystem.
Why the OLIPOP x Spongebob Movie partnership works:
Multi-generational appeal: Nostalgic millennials, health-conscious parents, and kids all have reasons to engage.
Cross-channel integration: Physical collectibles, social amplification, and in-game experiences combine for maximum reach.
Authentic brand fit: OLIPOP’s playful, trendy image aligns naturally with SpongeBob’s world, making the activation feel seamless rather than forced.
Buzz and shareability: Fans generate content, share their finds, and spread awareness, creating momentum well before opening weekend.
Movie marketing intel: This week in trends
TECH & DATA 🔍 AI-driven predictive analytics reshape how theaters price and promote (ReelMind)
According to a case study by ReelMind, exhibitors in 2025 are using AI to forecast attendance with ~92% accuracy by analyzing social chatter, local events, and weather data. This model helps optimize real-time ticket pricing, upsell premium seats, and trigger hyper-targeted promotional campaigns turning theaters into data-driven businesses rather than just screens.
THEATER TRENDS 🎬 Why “event cinema” is powering the box office comeback (USTV Connect)
Box office analysts argue that eventized cinema, including special broadcasts, concert films, and limited theatrical premieres, is emerging as a key driver of recovery. These one-off screenings generate per-ticket revenue that outpaces standard releases, while creating shared moments audiences can’t replicate at home. Chains are also expanding beyond movies, hosting opera, theater, and live broadcasts to diversify their content and reconnect with communities.
This Week’s Movie Review: Five Nights at Freddy’s 2 — ★★ (2/5)
A moodier, more chaotic sequel that amps up the jump scares but loses cohesion along the way. The atmosphere is tense and the animatronics remain the franchise’s strongest asset, but the story feels muddled and the pacing drags. Fans may enjoy the lore crumbs, but it’s a shaky follow-up that never fully finds its rhythm.
