Poppi’s Poppin’ PR

Poppi began as a “Shark Tank” pitch that turned a multimillion-dollar disruption to the direct-to-consumer beverage industry. Loved by all ages, Poppi has made a splash with its standout packaging, clothing collaborations and A-list supporters like Alix Earle and Rob Rausch.

Originally Mother Beverage, Poppi is a prebiotic soft drink that allows you to enjoy the traditional soda flavors you know and love, without the “baggage,” as mentioned in its recent campaign, “Soda Thoughts.” The beverage company has also made an effort to position itself as a soda alternative altogether.

Poppi’s Instagram boasts nearly 500,000 followers and posts consumer-captured and brand-produced content that aligns with its goals; but Poppi has also taken its advertising and promotion off social media and turned its products into experiences for consumers.

In the fall of last year, Poppi embarked on a “Poppi World Tour,” visiting college campuses across the country. The goal of the campaign was to build awareness of new and already loved flavors, as well as reinforce loyalty among consumers. Events had merchandise, food and of course beverages where Poppi was the star ingredient. The tour even included some famous faces with appearances by “Love Island” star Rausch and model Emily Ratajkowski.

But some experiences have missed the mark and left a less than sweet impression on audiences. In February 2025, leading up to the Super Bowl, Poppi sent vending machines, filled with what looked like a year’s supply of beverages, to 32 influencers and fans in an effort to create buzz for its upcoming Super Bowl ad, including placing a vending machine in a popular college town bar in New Orleans. However, the fizz went flat when consumers went to platforms like TikTok to display their disapproval of the campaign.

“They should’ve [given] those to college dorm rooms, or athletic departments, I’m definitely not buying another one,” wrote one TikToker. Another said, “Wouldn’t this be great to put in the hospital to share with everybody especially nurses and doctors.”

Poppi’s social team has spoken out to combat claims that the vending machines cost $25,000, alleged by Poppi’s competitor, OLIPOP. Poppi founder Allison Ellsworth took to TikTok to address the controversy and said, “These vending machines will be a part of the brand for years to come, and we want to work with you guys to get them out to the places you’d like to see them out in the world.”

Despite the unexpected controversy, Poppi made a splash with advertising spots during Super Bowl LIX, which continued the brand’s mission of presenting Poppi as a top choice when selecting a beverage, whether a consumer is in a drive-thru, cooling off by the pool, or enjoying a night with pizza delivery and a drink. Ads also included familiar faces from other Poppi campaigns like Earle, Jake Shane and Rausch (he can’t get enough).

Although the PR gifts went from sweet to sour, Poppi is still loved by many and has achieved great feats in the DTC beverage industry, reaching over $100 million in sales in 2023. The Poppi party won’t be over any time soon, as it continues to deliver value and colorfully extravagant experiences to consumers.