Real talk, real good soda 🥤
How XOXO is redefining FMCG cool
From slinging ginger shots to building the UK’s coolest soda brand, XOXO’s Brand Director, Shane Stewart, has bottled up more than just gut-friendly fizz - he’s cracked the code on making people care. We sat down with him to talk cult followings, chaos and creativity, soda on first dates, and starting a grief-fuelled running club that’s anything but sad.
You’ve made a name for yourself building bold, irreverent drinks brands—how did you get into this world in the first place?
After I graduated from university, I moved to Australia for a few years. When I got back, I’d decided a life in town planning (my uni course) wasn’t for me so I reached out to a few cool brands I liked the look of based in Leeds. After a few calls and chats I found myself as a full-time brand ambassador for an ice cream brand called Northern Bloc.
They set out to change the perception of classic UK ice cream by being an urban-based, modern ice cream brand that actually used real ingredients. This was the beginning of both my marketing career and career within FMCG and I haven’t looked back since! After a few years there, I moved to London and got the role [Brand Manager] at MOJU, helped build that up to the position it’s at now and then earlier this year moved from shots to soda at XOXO.
What were the biggest lessons you learned from your time at MOJU that you carried into XOXO?
Everything. One of the most valuable learnings from my time at MOJU, was, my time at MOJU… I delved into everything. Asked questions. I was buzzing. If you cut me open, I’d bleed ginger shots. I was part of the fastest growing soft drinks brand and it was so cool to play a role in that.
MOJU was a very open business which encouraged the team to take interest in more than just the function you were in. This helped me understand the business and brand as a whole - rather than just marketing. Jon, the Marketing Director at MOJU, was (and still is) an epic role model for me - learning lots of wisdom along the way. That guy knows his stuff.
With XOXO, you’ve created a brand that’s gut-friendly and effortlessly cool. How do you strike that balance between function and vibe?
There’s definitely multiple avenues brands can go down when it comes to functional products. Often seen as health and wellnessy, some brands feel the need to make it super minimal with inspirations drawn from the beauty industry. On the other hand, some brands try to be too bold and whacky and soon become niche.
For me, at XOXO, it’s all about a product that looks good, tastes good and does good. Our brand style is drawn from culture, music, fashion and arts. The beauty of our can is that it markets it itself. And it helps when it tastes this good too.
What does a typical day as Brand Director look like? (Or is it all just sipping soda and writing puns?)
I wish it was just sipping soda and writing puns! But, in reality, it’s a mix of chaos and creativity. Strategy and trends. No two days are the same. A lot of it is thinking holistically about how our brand shows up - from what we say on shelf, to how we talk to our community online. You can plan your whole next day, then it can all go out the window just as quick. You have to be resilient and versatile and lean on the people around you. I also spend a lot of time deep-diving into the market, trends and getting inspired by culture, music and fashion - not just FMCG. But yes, I always manage to sneak a pun into a deck or two.
You’ve built proper cult followings around your brands, what’s the secret to turning casual customers into loyal slurpers?
Care. Sounds simple, but honestly, it’s caring about every tiny touchpoint and making sure the person on the other end feels something. You don’t need a huge budget to make someone feel seen - just a good gut instinct and consistency. Whether it’s a hand-written note, a cheeky Insta reply, or making the experience actually worth talking about - you’ve got to show up like a mate, not a billboard. People can tell inauthenticity from a mile off. It’s not always about the clout. Brands should always actually connect with people.
You’re a master of tone of voice (ToV). How do you find the voice of a new brand and make it feel authentic?
It always starts with questions. Don’t just assume. Who are we actually talking to? And what do we want them to feel? From there, it’s finding the sweet spot between personality and purpose. I build tone like I would build a character - what are they into? What would they never say? Then pressure-test it. Imagine it as a WhatsApp message. If it sounds like something someone would actually send, we’re onto something. The real magic comes when you let it live across every platform, not just the homepage or a tagline. Brands have so many touch points and they all need to align, albeit adapted to suit - but it should always link back to the core ToV.
We love that you started Step by Steppers to support people dealing with grief. Can you tell us about the thinking behind it and how it’s evolved?
Thank you. So Step by Steppers (SBS) was born out of a very personal place. I lost my Dad to cancer two years ago and I was completely floored by grief. I found running helped - both physically and emotionally - but I also found there were a lack of spaces that spoke about grief openly, especially for people in their 20s and 30s etc. So I started SBS as a monthly run club that’s open to anyone navigating loss, or knows someone that is. It’s grown into a beautiful community - no pressure, no pace - just movement, shared stories, and a reminder that none of us are doing this alone, even when it feels like it.
What’s the weirdest or most unexpectedly brilliant piece of feedback you’ve ever had about a campaign or product?
Someone once messaged us saying they’d taken a can of XOXO on a first date “as a personality test.” Apparently the date liked the can design and said it was “quite vibey for soda” and they never saw each other again. I’m not saying we’re responsible for breakups… but if your taste in soda doesn’t align, maybe it is a red flag. Vibes always.
There’s a lot of noise out there - what do you think genuinely makes a brand stand out right now?
Being human. In a world full of AI-generated captions and sterile brand statements, the ones that stand out are the ones that feel real. We’re in an era where brands are expected to have opinions, emotions and imperfections. That's real. If you can show up consistently, stay culturally curious and never lose your sense of humour - you’re ahead of the game.
What advice would you give to someone who wants to launch a purpose-driven brand that still knows how to have fun?
My advice, start with your ‘why’, but don’t forget your ‘wow’. Make people feel something, but also make them smile. That’s how you build connections and cut through. Oh, and surround yourself with people who get it - and remind you not to take yourself too seriously.