To hook viewers instantly I’d open every video with either a bold controversial statement like ‘every protein drink you’ve tried has been lying to you’ or a visually jarring moment someone’s face when they hear the name Dirty Pop for the first time, because you have about two seconds before someone scrolls and that shock or curiosity gap is what buys you the next thirty. For storytelling I’d structure every piece of content around a three beat arc the problem which is most protein drinks taste awful and are full of nonsense, the discovery which is this weird thing called Dirty Pop, and the payoff which is the genuine surprise that it actually tastes incredible because that journey mirrors exactly how a real customer finds the brand and makes the content feel authentic rather than like an ad, which is everything for Gen Z.

For a brand like Dirty Pop I’d prioritise shares above everything else, because a share means someone saw the content and immediately thought of a specific person that’s word of mouth at scale, which is exactly what a new brand needs. To get protein soda to go viral I’d lean into the fun, rebellious energy the name already sets up filming first reactions of people hearing the name, seeing the can, then actually trying it, because that contrast between expectation and reality is incredibly watchable and gets people tagging friends instantly. As a BJJ athlete I’d seed it directly into combat sports communities where supplement content is already shared constantly, giving the brand instant credibility with an audience that’s primed to engage

I’d lean completely into the absurdity of the name. Lean into the ‘this sounds disgusting but actually tastes amazing’ angle that tension is incredibly shareable. Dare to drink content, blind taste test reactions, ‘I can’t believe I’m drinking this’ moments. That kind of content gets tagged, shared and reposted without any ad spend.