The Super Bowl giveth, and the Super Bowl taketh away.
That may be what Poppi is feeling this week as – just one year after earning plaudits for its splashy Super Bowl TV spot – the modern soda brand is reeling from fallout around its marketing stunt for this year’s Big Game.
- ICYMI: The soda brand sent a select group of influencers and tastemakers their own fully operational and stocked Poppi vending machine, at the rumored cost of $25,000 each.
As if the Internet needed an invitation, the backlash and subsequent reactions were swift.
Poppi co-founder Alison Ellsworth (whose social media prowess has been a significant driver for brand awareness) took to TikTok to attempt to clarify the situation, citing “misinformation” from “one of our competitors” (see below) for muddying the waters, starting by disputing the $25K price tag. Still, “We can always learn and do better,” she acknowledged.
- After praising the brand’s grassroots support, Ellsworth said the idea was to send the vending machines to creators who were hosting Super Bowl parties, after which they would be shared with the broader community through marketing events and giveaways.
- Ellsworth concluded by asking fans to nominate people or places where they want to see the vending machines show up next.
Still, Poppi’s rivals haven’t missed the opportunity to score some points at their expense.
- Evolution Fresh, maker of its own line of prebiotic sodas, is matching the rumored vending machine price tag by making its own matching $25K donation to anti-food waste organization Food Forward. “Real influence doesn’t have to be reserved for mega influencers and extravagant activities,” said Molly White, CMO of parent company Generous Brands.
- Poppi’s main rival (and co-Brand of the Year winner) Olipop happily stirred the pot on X, while on LinkedIn the brand’s director of strategic partnerships Steven Vigilante alluded to “the craziest 48 internet hours of my life.”
- Culture Pop lamented that it can’t send people fridges, but at least offered to stock existing ones with drinks.
One of the best trolls of all came from well beyond the BFY soda sphere with Wendy’s commenting on Ellsworth’s TikTok post: “I think we sent our influencers slippers once lol.” It’s surely been a weird week…