Boka and Olipop Put Soda Flavor in a Tube of Toothpaste, Dentists Be Damned

Boka and Olipop have released a limited-edition toothpaste flavored like Olipop's holiday soda, Pomegranate Sparkle, and they are selling it exactly where you would brace for it: on endcap displays at Walmart and Target, right next to the can. The $11.89 toothpaste runs at Walmart through November 27 and at Target through December 20, and Boka made 200,000 units, split between full-size tubes, stocking-stuffer minis, and a duo pack paired with classic mint.

The launch also marks Boka's debut on TikTok Shop. Boka's senior director of brand, Kinsey Butler, called the pairing "scroll-stopping," and Olipop's Steven Vigilante said he is fine with the inevitable backlash, treating a negative reaction as better than being ignored entirely. Dentists generally tell patients to avoid soda altogether because of its sugar and acidity, which both brands are choosing to treat as a messaging opportunity rather than a problem: Boka leans on the oral microbiome, Olipop leans on gut-friendly ingredients, and together they are pitching a version of "have the soda, just keep brushing."

The collaboration is built for attention, not immediate sales, which is the honest way to describe a toothpaste nobody asked for. Olipop already has two more partnerships planned for 2027 and says it wants "fewer, bigger, better" collaborations going forward, meaning this will not be the last odd-couple pairing wearing its logo.

Source: Glossy

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →