Cardi B takes center stage in Zevia’s largest campaign to date, but her involvement goes beyond just a commercial paycheck

The Bronx star has become a shareholder in the soda brand, marking yet another addition to a business empire constructed through strategic partnerships.

Cardi B is not merely cashing in on another celebrity endorsement deal. The Bronx superstar has obtained an ownership stake in Zevia while featuring in the soda company’s largest national campaign to date, representing another strategic shift in a business portfolio that is evolving from paid partnerships to long-term equity.

As stated in a press release from the company, the campaign commenced on July 21 and spans streaming television, video, social media, and retail displays and includes a nationwide sweepstakes. 

The campaign was not a spontaneous occurrence. Marketing Dive reports that Zevia appointed Cardi B as a shareholder and brand ambassador in March, coinciding with the announcement of its sponsorship of her Little Miss Drama Tour. That earlier move subtly established the parameters for this new campaign, indicating that Cardi is not merely collecting an appearance fee. She has a financial interest in Zevia’s growth, meaning that each can sold benefits her long after the commercials have stopped airing.

The structure of ownership, rather than a flat check, has been the consistent theme in nearly every business decision Cardi B has made over the past few years. Cardi B’s brand deals once resembled conventional celebrity endorsements. Now they increasingly resemble ownership stakes, and that transformation did not occur overnight.

Tracing back through time reveals the narrative of her increasing leverage as reflected in the numbers. Cardi mentioned that her initial paid brand deal occurred in 2016, earning her $200 for each post. She has since stated that she now secures “brand deals for over $5 million for a campaign.” That leap alone illustrates why businesses continue to seek a share of her audience.

Those modest earnings marked the beginning of the Cardi B brand empire. Throughout the years, she has led campaigns for Reebok, NYX Professional Makeup, Pepsi, Steve Madden, McDonald’s, Uber Eats, and Knorr, in addition to fashion highlights for Skims, Marc Jacobs, and Balenciaga. Those partnerships transformed her into one of the most sought-after figures in entertainment, yet they remained the brands of others compensating her for her presence.

The significant shift occurred with Whipshots, the vodka-infused whipped cream she co-founded with Starco Brands in 2021. Whipshots achieved remarkable success, selling five million cans within three years of its launch, establishing itself as one of the most notable celebrity-backed product introductions in recent history. In contrast to a paid advertisement, Whipshois hersher. She created it, and she benefits from every can, not only the ones she shares about.

From that point, the Cardi B brand empire only grew more ambitious. In 2025, Cardi partnered with Revolve Group to introduce her apparel and beauty brands. It represented her initial completely owned lines in both categories, a significant achievement she had been hinting at for years, sharing with the outlet that fans had been anticipating a beauty launch from her much like they await a new album. Cardi B’s brand deals have transformed into Cardi B-owned brands, a major change in the discussion surrounding her business future.

The recent Zevia partnership aligns perfectly with that established trend. It is not a singular advertising campaign. She holds shares in a publicly traded beverage company, connected to its performance just as she is linked to Whipshots and the outcomes of the Revolve partnership. The soda brand showcases her cultural reach and comedic timing, both prominently featured in the new commercials. She secures a position in a rapidly expanding zero-sugar segment that consistently surpasses traditional soda, a transformation that Zevia has centered its entire identity on from the very beginning.

What distinguishes this moment is the variety it encompasses. Cardi B’s brand partnerships now encompass beverage, beauty, fashion, food, and spirits, and she takes on various roles depending on the agreement. Some remain clear endorsements. Others, such as Whipshots, Revolve, and now Zevia, have included her name on the cap table rather than solely on the commercial side.

That range is precisely what establishes her as one of the most reliable brand builders in hip hop at this moment. She has not pursued every opportunity that presented itself. She has organized them, mastered the terms that best suit her, and pursued ownership whenever possible. A soda campaign may appear to be a minor endeavor in comparison to a beauty line or a spirits brand, yet it aligns with the same overarching trend that has been developing throughout her career. Cardi B is no longer merely cashing checks. She is cultivating equity, one partnership at a time, and the Real Talk Interpreter campaign stands as the latest testament to the effectiveness of her strategy.