How Poppi Went Viral for the Wrong Reasons

Poppi, the trendy prebiotic soda brand, found itself at the center of controversy after a high-profile marketing stunt took an unexpected turn. What was meant to be an exciting influencer campaign ahead of the Super Bowl turned into a lesson in audience perception and marketing missteps.

The Marketing Move: Poppi’s Vending Machines

To generate buzz, Poppi sent custom-branded vending machines, stocked with their sodas, to 32 influencers. At first, the campaign was well-received, but things took a turn when rival brand Olipop pointed out the staggering $25,000 price tag per machine. With 32 machines, Poppi had invested nearly $800,000, before even factoring in influencer payments.

Critics questioned why these machines were sent only to high-profile creators instead of public spaces like colleges or hospitals. The backlash grew as people saw it as an elitist move that alienated everyday consumers. Making matters worse, Poppi remained silent on the issue and quickly pivoted to promoting its Super Bowl ad, further fueling criticism.

The Response & Damage Control

On Instagram, some users have speculated that Poppi was removing negative comments about the vending machine campaign. While there’s no concrete proof of this, the brand’s noticeable silence only fueled further speculation. They avoided directly addressing the controversy on their own social media channels and refrained from sharing influencer content featuring the vending machines.

Instead, Poppi quickly redirected its online presence toward promoting its first-ever Super Bowl commercial, starring comedian Jake Shane, influencer Alix Earle, and Love Island USA’s Rob Rausch. While the ad itself was polished and star-studded, the timing raised concerns. With criticism still high over their costly influencer stunt, pivoting to yet another expensive celebrity-driven campaign didn’t exactly help regain trust.

Lessons from Poppi’s Missteps

Let’s be real, every brand makes mistakes at some point. While Poppi’s approach could have been more thoughtful, it’s unlikely their intent was negative. The execution may have fallen flat, but there’s always room to learn and improve.

So, what can marketers take away from this situation? Here are some key lessons:

• Understand Your Audience’s Values
  Poppi built its brand on community engagement, but this campaign felt disconnected. Staying true to what resonates with your audience is crucial.

• Big Budgets Require Thoughtful Execution
  Spending nearly a million dollars on a campaign without considering public perception can backfire. Marketing investments should align with both brand identity and consumer expectations.

• Perception is Just as Important as Execution
  Timing and optics matter. Launching a flashy Super Bowl ad while facing backlash from an expensive influencer stunt only amplified criticism.

• Silence Speaks Volumes
  Avoiding public discussion of a controversy rarely helps. Addressing concerns head-on and maintaining transparency can prevent small missteps from turning into full-blown PR crises.

• Impact Over Exclusivity
  Had Poppi placed vending machines in public spaces rather than gifting them to influencers, the campaign could have strengthened its brand positioning rather than alienating everyday consumers.