The parlor game word association offers comical, fun moments when players try to say the first thing that comes to mind after another. For the word “dirty” you might hear “laundry” in reference to actual dirty laundry or the popular Don Henley song. Or “rotten scoundrels” after the hit movie from 1988. However, today the first word that players might say after dirty is “soda.”

Earlier this year, Innova Market Insights released its “Dirty Soda Trends: Global Market Overview” to delve into the increasing interest in these indulgent sodas.

Featuring the additions of flavor syrups, cream, or other flavor enhancements, dirty sodas became a viral sensation on social media, Innova shared.

“News articles highlight its growing popularity, reaching millions of consumers on online platforms,” Innova’s report states. “Age and gender play key roles in this social media buzz. Young millennials and Gen Z drive the dirty soda trend. Sixty percent of males and 40% of females mention or engage with dirty soda posts across online platforms. In contrast, boomers and Gen X aged between 45-54 engage the least.”

In terms of where dirty sodas are resonating the most, Innova data showed that carbonates accounted for 18% of launches in the United States and Canada in the past. While North America is the fourth leading region for carbonate subcategory sales. Regarding top flavors, Innova reported that Cola, Orange, Lime, Lemonade, and Lemon-Lime were the leading flavors in the market.

Although dirty sodas are known as an indulgent consumer treat, modern soft drink poppi and Cool Sips, a standalone concept dedicated exclusively to the dirty soda segment, collaborated to bring gut-healthy version to the zeitgeist. This past August, Cool Sips Soho released three limited-edition drinks featuring poppi’s prebiotic sodas with Cool Sips’ creamy mix-ins: Boardwalk Buzz, a Classic Cola poppi, blue raspberry, coconut, sweet cream; Tropic Like It’s Hot, a Punch Pop poppi, lime, pineapple and sweet cream combo; and Campfire Crush, with a Doc Pop poppi, strawberry, toasted marshmallow and vanilla cream.

“We’re always looking for partners who share our love of bold flavors, big vibes, and better-for-you ingredients,” said Chelsea Bartling, vice president of foodservice at poppi, in a statement. “This collaboration is the perfect way to bring poppi into a sharable, craveable format while staying true to our mission of making modern soda fun and accessible to everyone.”

However, Cool Sips is not poppi’s first foray into collaborations. In February, the brand partnered with iced tea franchise HTeaO, and now the two are building on that initial success with two limited-time fall flavors: Orange Dream poppi and Root Beer Floatin’ poppi.

Orange Dream poppi is a citrusy, creamy treat featuring Monin candied orange syrup, Cream Soda poppi, and half & half, crafted to taste like an orange creamsicle, the company says. Meanhile Root Beer Floatin’ poppi is a fizzy, creamy beverage made with Monin vanilla syrup, Root Beer poppi soda, and a splash of half & half.

“These drinks represent the playful, innovative spirit of our partnership with poppi,” said Heath Nielsen, president of HTeaO, in a statement. “The first launch exceeded all expectations, and this fall lineup continues to expand what’s possible when you bring two modern Texas brands together. Guests love discovering new flavors they can’t get anywhere else, and Orange Dream poppi and Root Beer Floatin’ poppi are exactly that.”

Although dirty sodas are known as a non-alcoholic treat, the viral beverage has also seen traction in the alcohol market.

This summer, RumChata, the horchata-inspired liqueur made with Caribbean rum, real dairy cream, and cinnamon spice, teamed up with reality star, digital creator, and business owner Jessi Ngatikaura to launch The “Spiked” Dirty Soda Squad, a summer campaign inviting fans to remix the viral dirty soda trend with a spirited twist.

“Dirty soda has become a full-on cultural phenomenon, and we saw the perfect chance to give it a 'spiked' twist with RumChata,” said Brandon Lieb, vice president at Spirit of Gallo, in a statement at the time of the campaign. “By partnering with Jessi Ngatikaura — someone who’s been close to the trend from the beginning — we’re adding something extra to the ordinary and bringing fun, flavor, and a little irreverence to this now-iconic drink.”

Whether it’s the alcohol or non-alcohol version, the creativity associated with dirty sodas is helping keep this viral beverage in the mix with consumers.