Marketing Malfunction: Poppi's Vending Machine Controversy, Explained
Image courtesy of Poppi via Food Network
Introduction
Poppi is a gut-healthy prebiotic drink known for its Gen-Z forward, colourful, bright marketing. The brand has built a loyal following with its fun flavours and gut-friendly alternatives to regular sodas. Over the past few years, the brand has successfully positioned itself at the peak of the intersection between wellness and pop culture.
However, despite its recent success, the brand now finds itself at the crossfires of a controversy—its vending machine influencer campaign. This campaign was meant to promote the Super Bowl LIX however, its approach wasn’t well-received by the general public. The commercial aired at the Super Bowl featured popular influencers such as Jake Shane, Alix Earle, and Rob Rausch.
The problem, nevertheless, was the promotion leading up to the commercial. Poppi sent 32 influencers vending machines stocked with ice-cold Poppi beverages. Influencers included Jake Shane, Rachel Sullivan, Kaeli Mae, Rachel Gaede, Avery Woods, Emilie Kiser, Trisha Paytas, and Vidya Gopalan. While these generous gifts garnered millions of views for Poppi, the audience reception wasn’t so sparkling.
Many took to TikTok to reveal their dissatisfaction with the way the campaign was handled, with one user stating that they “missed the mark” and that it would have been more beneficial to “send them to college campuses, hospitals, and firefighters in LA”.
Other users cited that the campaign was “tone-deaf” especially considering the economic hardship that many are facing. Many felt that the campaign highlighted the wealth disparity present in society and missed an opportunity to connect with everyday consumers.
In the wake of the Poppi controversy, Olipop wasted no time hopping into various comment sections to take not-so-subtle digs at the brand. By positioning themselves as a community-focused and fiscally responsible brand, Olipop turned Poppi’s missteps into an opportunity to convert customers. Olipop's actions exemplify strategic agility, turning a rival's controversy into an opportunity for brand differentiation and consumer engagement.
Lesson Learned
From a marketing standpoint, Poppi’s campaign underscores the importance of social listening and the risks associated with influencer marketing. While influencers are beneficial in reaching target demographics effectively, they may alienate core demographics if perceived as too exclusive or out of touch. It is imperative for brands to not lose focus of their overall marketing message and to continue making their brands accessible.
Analyzing this from a sociological perspective, the backlash reflects societal concerns about economic inequalities and the ethics of consumption. The act of gifting these expensive machines to influencers who already enjoy financial and social privilege reinforced Poppi’s prioritization of elite marketing over grassroots engagement. Utilizing influencer marketing ties into Pierre Bordeaux’s idea of social capital, where the association with certain brands or objects can cultivate an individual's prestige and vice-versa. While this can be effective for luxury brands looking to build exclusive clientele, for a mass-market, retail product like Poppi, it risks alienating its target audience.
Especially with younger audiences like Gen-Z (Poppi’s target demographic), brand transparency, social awareness, and ethicality are extremely important. Gen-Z generally prefers brands that contribute to community well-being and demonstrate overall ethical business practices. Poppi’s marketing campaign directly contradicted these expectations as many felt the campaign could have been more community-driven. This case study serves as a reminder to align marketing strategies to the values of their socially conscious audience.
