Why Poppi’s Name Is In Everyone’s Mouth (and Their Soda Is Too)
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The brand utilizes influencers like Alix Earle to promote themselves in tandem with her lifestyle
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Poppi’s strategic campaigns and merch encourage consumers to market the brand for them
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By keeping a pulse on cultural events and trends, Poppi jumps in and rides social waves
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Physical experiences like Poppi World (shown) invoke sensory responses and create positive relationships with the brand
INFLUENCER-FIRST MARKETING
Strategy:
Partner with culturally relevant creators one-to-one to authentically represent the brand in aspirational content for Gen Z and Millennial audiences.
Poppi x Alix Earle
Coachella 2024:
- Rather than sponsoring 15 influencers, they chose one massive one and built an exclusive “Poppi House” for her
- Over 20 TikToks, 200% increase in Lemon-Lime sales
Super Bowl Ad:
- “Soda Thoughts” Ad featured Tik-Tok creators and leaned on their reach instead of traditional celebrities
- “Poppi’s strategy paid off in a big way. According to YouGov, the campaign ranked #1 across three key Super Bowl ad metrics”
Paints an idealistic lifestyle that young adults want to recreate, then provides a product that makes it attainable.
User-Generated Content (UGC)
Strategy:
Amplify organic user-generated content to build community credibility and reduce ad fatigue, while catering to an audience that values reliability
Poppi-branded sweatsuits
- Initially sent to influencers to integrate the brand organically into their lives beyond beverages
- Generated 4.5 million engagements & 275 million impressions for Poppi
Poppi vending machine distribution for Super Bowl 2025
- Vending machines sent to select influencers for a limited time to garner attention before the Super Bowl ad
- High visibility
- Some thought the move was insensitive and tone-deaf, an unnecessarily extravagant accessory for wealthy influencers
- All commentary brings brand awareness and spikes engagement levels on Poppi’s owned media and website
People trust the opinions and reviews of average individuals, so Poppi penetrates day-to-day conversations with UGC to position themselves as relevant
Cultural Moment Hijacking
Strategy:
Inject the brand into viral or high-interest events to ride existing attention waves and trend cycles.
RushTok 2023
- Provided branded backdrops, tees, and soda cases to sororities during recruitment season
- Sponsored spirit day at University of Texas’ Zeta chapter, with Allison Ellsworth (Founder) making an appearance
- Aligned them with aspirational college student life and Gen Z rituals
- Part of a broader initiative to launce a college student ambassador program
By embedding itself into genuine college experiences, Poppi fostered a sense of community around the brand, aligning it with the values and experiences of its target market
Experiential Pop-Ups as Content Engines
Strategy:
Use Instagrammable, immersive spaces as real-world brand touchpoints and online content goldmines .
Poppi Mart in Los Angeles, 2024
- A futuristic “convenience store” designed to launch Wild Berry
- Galactic decorlaunching a cool-toned outer space aesthetic in contrast to their traditional strawberry lemonade branding
- VIP launch party featuring a DJ set by Paris Hilton
- Over 1,000 organic social media posts and nearly 700 creator posts
Poppi World in New York City, 2025
- A “soda universe” triggering nostalgia to launch Cherry Cola around New York Fashion Week with a Subway Station takeover
- Cherry red walls and sampling stations for Cherry Cola flavor
- Exclusive influencer party with creators/celebrities like Emily Ratajkowski and 50 Cent
- 2,500+ consumers attended, 1,200+ posts from 360+ creators, 63 million impressions
Reinforcing Poppi’s identity and creating memorable consumer experiences while leveraging influencer networks and organic UGC simultaneously.
