The Poppi Soda Controversy: A Tale of Influencer Marketing and Public Backlash
In the world of marketing, few strategies can be as effective as leveraging influencers to promote a brand. However, as Poppi, a prebiotic soda brand, recently discovered, even the most well-intentioned campaigns can spark controversy. The company’s Super Bowl LIX ad campaign, titled "Soda Thoughts," featured popular influencers like Alix Earle, Jake Shane, and Rob Rausch. While the ad itself was a hit, the marketing strategy leading up to it generated significant backlash on social media platforms like TikTok. This backlash stemmed from a campaign that involved sending massive branded vending machines to 32 influencers, including Rachel Sullivan, Kaeli Mae, and Vidya Gopalan, among others. The influencers were encouraged to post videos featuring these gifts, which garnered millions of views. However, the general public’s reaction was far from sparkling.
The Marketing Campaign and Public Reaction
The campaign saw influencers posting videos featuring the massive vending machines on TikTok, which garnered millions of views. However, the reaction from the general public was overwhelmingly negative. Many users expressed frustration, feeling that the campaign missed the mark. One user commented, “Seeing these influencers get these Poppi vending machines just makes me never want to buy a Poppi ever again. To me, it missed the mark.” Another user suggested that the vending machines should have been sent to college dorm rooms or athletic departments instead of influencers, stating, “I’m definitely not buying another one.” The sentiment was echoed by many, with one user even sharing that they had suggested sending the machines to schools but were ignored by the brand.
The backlash was further fueled by the perception that the campaign was out of touch with the current economic and political climate. Users pointed out that sending expensive gifts to already wealthy influencers was tone-deaf, especially when smaller creators or those in need could have benefited more. One user wrote, “It blows me that the brand STILL doesn’t understand that consumers don’t want to see already wealthy influencers get these insane trips/pr packages. It would do them better to give to smaller creators.” Another user suggested that placing the vending machines in group homes or shelters would have been a more meaningful gesture. The campaign’s misstep was further highlighted by the suggestion that hospitals, police stations, or fire stations would have been more appropriate recipients.
The Rival’s Response and Poppi’s Rebuttal
The backlash didn’t go unnoticed by Poppi’s competitors. Olipop, a rival prebiotic soda brand, took the opportunity to criticize Poppi’s campaign. In a series of comments on social media, Olipop claimed that each vending machine cost $25,000, writing, “32 machines times $25K per machine yikes,” and “also for the record, those machines cost $25K each lol.” However, Poppi was quick to refute these claims, calling them “fabricated” and “inflated by 60%.” A Poppi spokesperson told TODAY.com that the machines were a long-term “marketing investment” and clarified that they were not intended for one-time use. The spokesperson also mentioned that the machines were owned by Poppi and would be returned by the influencers who received them.
The spokesperson further explained that the campaign was not limited to influencers. They revealed that “both creators across the U.S. and people in New Orleans received these machines,” and that the first consumer event with the machines took place on Super Bowl Sunday at The Boot, a Tulane University hangout spot. Poppi also emphasized that this was just the beginning of the campaign, with plans to roll out the machines to the public through events, social giveaways, and nominations in the coming weeks. Despite the backlash, Poppi remained committed to its mission of revolutionizing soda for the next generation.
Addressing the Controversy: A Message from Poppi’s Co-Founder
In an effort to address the growing controversy, Poppi’s co-founder and chief brand officer, Allison Ellsworth, took to TikTok the day after the Super Bowl. She acknowledged the negativity surrounding the campaign and aimed to set the record straight. “I’ve been hearing a lot of negativity, and so I wanted to get on here and chat with you guys directly,” Ellsworth began. She addressed the claims about the cost of the machines, stating, “First of all, I want
