What Dirty Soda Can Teach Us About Modern Communication
Dirty soda is having a moment. And communicators should take note.
I know it sounds odd to think about how the dirty soda trend could relate to a communication strategy but hear me out.
Personalization and customization are king and queen these days, and it’s no coincidence that our communication plans should reflect that as well.
The rise of dirty soda reflects a broader cultural desire for personalization and self-expression – the same driving forces changing how people want to engage with brands and in their workplaces.
Just like dirty soda is tailored to individual taste, successful modern communication can no longer be a one-size-fits-all approach. Personalized messaging and targeted content (the “flavor” in your strategy) drives engagement better than mass-market efforts.
People don’t just want to consume messages; they want to co-create them. They want to feel part of the story of the brand, not just listen to them.
Modern communication isn’t about broadcasting; it’s about inviting participation.
Give your audience the framework (your core message), then let them flavor it with their own experiences, perspectives, and creativity. That might mean highlighting employee stories, encouraging user-generated content, or simply designing messages flexible enough for different audiences to make their own.
The best communicators, like the best mixologists, know that success starts with a strong foundation, but the magic happens when you leave room for creativity.
The takeaway? People expect the same level of personalization from the messages they receive as they do from the products they consume. Because whether it’s a drink or a message, people remember the ones that feel like they were made just for them.
