Sharesale
Entertainment NewsPoppi Soda's Influencer Marketing Stir Sparks Online Controversy

Poppi Soda’s Influencer Marketing Stir Sparks Online Controversy

Date:

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

A person holding up a can of beer
Olipop – A person holding up a can of beer

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.

spot_img
Brent Antonio
Brent Antonio is an entertainment news reporter with a passion for uncovering the latest trends, celebrity stories, and pop culture developments. With years of experience interviewing industry insiders and attending exclusive events, Jonathan offers readers a front-row seat to Hollywood’s ever-evolving landscape. When he’s not chasing down the latest scoop or covering red-carpet premieres, Jonathan enjoys binge-watching new TV series, exploring the local music scene, and sharing his thoughts on entertainment trends on social media. Stay connected with Jonathan on Twitter and Instagram for the freshest takes and behind-the-scenes glimpses into the entertainment world.

LEAVE A REPLY

Please enter your comment!
Please enter your name here
Captcha verification failed!
CAPTCHA user score failed. Please contact us!

More like this
Related

Nicole Kidman misses her parents “so much”

Renowned actress and producer Nicole Kidman recently honored the...

AvatarOS Secures $7M for AI-Powered Avatars

Key Takeaways: AvatarOS raises $7 million in seed funding...

Beauty Influencer Marketing: What’s Hot Right Now

KEY TAKEAWAYS: Beauty influencer marketing is still growing and...

Spotter Showcase: Big Names, Big Brands, and the Future of YouTube

Key Takeaways: Spotter is hosting an invite-only event for...