Poppi's recent Super Bowl ad campaign, which included gifting expensive vending machines to influencers, backfired on TikTok, sparking criticism from users who felt that the brand was disconnected from everyday consumers. Many expressed frustration, questioning Poppi's marketing priorities and pledging to avoid its products. In contrast, rival brand Olipop seized the opportunity, making provocative comments on TikTok and launching a giveaway to attract attention. Although Poppi co-founder Allison Ellsworth acknowledged the backlash, she asserted that the criticism stemmed from misinformation by competitors.
All publicity is good publicity-unless your direct competitor benefits from it.
This year, Poppi aired its second-ever Super Bowl commercial, "Soda Thoughts," which featured several content creators.
Poppi's lavish gifting campaign irritated many TikTok users, generating backlash over its focus on wealthy influencers.
Olipop seized the opportunity to mock Poppi's vending machine criticism, engaging users on TikTok with comments and a Super Bowl-inspired giveaway.
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