Key Takeaways:
– Poppi Soda faced backlash for their “Soda Thoughts” campaign.
– Critics suggested Poppi’s campaign resources could have been better spent.
– Counter claims were made by Olipop, stating the vending machines cost $25,000.
– Poppi says they will continue to work with consumers and use vending machines in their future marketing endeavors.
– This event sparks new conversation around the future of influencer marketing.
In a move to generate buzz around their Super Bowl commercial, Poppi – a prebiotic soda brand, gifted over 32 chic pink vending machines to select celebrities and sports stars’ partners. However, their marketing tactic drew more angst than applause from the public.
Sharing Experience or Outraging the Public?
Recipients of the free soda cans, content creators and WAGS (wives and girlfriends of athletes), gladly posted their unboxing moments on social media. To Poppi’s surprise, this sparked some negative vibes on platforms like TikTok. Many criticized the brand for overspending on a Super Bowl ad and then splurging further on influencers who are already privileged.
Olipop Chimes In
Tensions mounted when Olipop, a competitor brand, joined the debate. The brand took to the comments section on many posts to claim that each vending machine bore a $25,000 price tag. They also took a swing at Poppi by offering jerseys to their users, highlighting their lack of pricey vending machines.
Poppi Disagrees
Poppi was prompt to refute the claims made by Olipop about the cost of the vending machines. The soda brand specified that the claimed price was inflated by 60%. Jack Appleby, a social media consultant, termed the outrage as unprecedented in the world of influencer marketing.
Sign of Changing Times?
Appleby stressed upon the fact that campaigns like these have been implemented successfully many times. He suggested that the backlash could be a sign of changing consumer attitudes towards influencer marketing rather than a marketing slip by Poppi.
Poppi’s Reaction and Future Course
Poppi co-founder Allison Ellsworth addressed the backlash head-on and refuted misinformation spread by their competitors. She confirmed that the vending machines were not meant for one-time use. They were also given to creators and people in New Orleans, not just the rich and influential.
Poppi has ambitious plans for these machines. The brand intends to extend its reach by distributing the machines through events and social giveaways. Establishments like teacher’s lounges, sororities, and fraternities could potentially house these machines in the future.
Poppi Vs. Olipop’s Marketing Strategies
This controversy unfold amidst a fierce competitive atmosphere between Poppi and Olipop, two prebiotic soda brands. on delivered its highest ad spending in 2024, with an ad spend of over $43 million in the first four months, a dramatic increase from 2023’s full-year spending of $7.3 million. This bold strategy seems to be paying off, with Poppi’s U.S. retail dollar sales growing to $553.5 million in the 52 weeks ending September 21, 2024. Amazon sales data show that Poppi has usurped Coca-Cola’s throne on the platform, with a 19% market share.
On the other side, Olipop has also shown robust growth with a 129.2% increase in U.S. retail dollar sales, reaching $528.2 million during the same period.
Overall, this controversy raises questions about the effectiveness and future of influencer marketing. However, despite the backlash, Poppi is adamant about its vending machine strategy and seems to consider the ongoing talk as a win for their brand.
