Poppi, a prebiotic soda brand, sent influencers extravagant vending machines filled with its product before its Super Bowl commercial debut. The move sparked public criticism and accusations of wasteful spending, leading some consumers to switch to competitor Olipop.
Ahead of its Super Bowl commercial's debut, Poppi sent vending machines filled with its prebiotic soda to influencers, sparking a significant backlash. The influencers posted videos about these extravagant gifts on TikTok, garnering millions of views. However, the public's reaction to this marketing activation was far from enthusiastic, with many expressing their disapproval on social media platforms.
Comments ranged from disappointment to outright criticism, with many questioning the necessity of such extravagant gifts and suggesting alternative recipients like college dorms or hospitals. Some accused Poppi of perpetuating the trend of rewarding already wealthy influencers while ignoring the needs of ordinary consumers. Meanwhile, a competitor, Olipop, capitalized on the situation by poking fun at Poppi's marketing strategy and sharing the criticism aimed at the brand. Olipop even made a claim about the cost of the vending machines, which quickly spread online. However, Poppi refuted these claims, stating that the reported cost was fabricated and inflated by 60%. Poppi insists that the vending machines are a long-term marketing investment and that they are not intended for one-time use. All influencers who received machines will be required to return them. The brand plans to distribute the machines to its community through events, social media giveaways, and nominations in the coming weeks. Poppi's CEO, Ellsworth, addressed the controversy directly through a video statement, acknowledging the negativity and clarifying several misconceptions. She emphasized that Poppi values its community's feedback and is committed to learning and improving based on it. Ellsworth assured viewers that the vending machines will remain a part of the brand's strategy for years to come, and they plan to work with their community to determine the best places to deploy them
Poppi Olipop Influencer Marketing Super Bowl Soda Backlash
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