In this week’s episode of the Digital and Dirt podcast, Ian sits down with Kelly O’Rourke, Director of Marketing at FiiZ Drinks, to discuss the rise of “dirty soda,” the power of customization, and how social media helped turn a regional beverage company into a cultural phenomenon.

In this episode, you’ll hear:

• How Kelly’s career in sports marketing and brand partnerships helped her prepare for the fast-moving world of FiiZ Drinks.

• How the rise of personalized coffee helped pave the way for the emergence of dirty sodas.

• How FiiZ develops new drink combinations and names by sourcing ideas directly from employees and franchisees.

• How FiiZ is adapting its customer experience as the brand enters new markets, expanding from its origination in Utah to college towns and communities across the country.

• The impact TikTok and The Secret Lives of Mormon Wives has had on the dirty soda category, helping to drive interest in both FiiZ and its competitors.

• Why Kelly believes the dirty soda boom is more than a viral trend, but rather a discovery moment that has elevated an entire category and created new opportunities for growth.

Tune in to the full conversation to learn more about FiiZ Drinks and hear Kelly’s perspective on brand growth, consumer behavior, social media, customization, and the future of the dirty soda category. The episode is available now on all major podcast platforms.