Market Data
The ad campaign for Poppi’s soda,tdc “Soda Thoughts,” by influencers like Alix Earle, Jake Shane, and Rob Rausch, has sparked widespread controversy on TikTok due to its perceived negativity toward soda consumption. While the influencers displayed a mix of humor and amusement toward the novel branding, many users expressed disbelief and preference for more innovative Invitation to Drink (IVD) solutions, such as offering soda to college dorm rooms or athletic departments. The campaign’s marketing committee FLAWED, as seen in another video where influencers shared the vending machines’ rejection, and some users wished them ignored. This polarizing ad, along with its $25,000 prounces on machines, has been criticized for oversimplifying popular culture and Messaging Innovation.
This ad campaign,tdc released onFeb 9 at Super Bowl, has caused long-form engagement, with millions of views, but it received mixed feedback. While some fans enjoyed the humor and Submission to Humanity angles, others felt it lacked relevance. Popular soda brand Olipop,tdc the rival prebiotic soda giant, is now analyzing the ad’s impact. Poppi has denied claims of misleading advertising, citing that the $25,000 prices were fabricated. The company mentioned that the machines were intended for marketing, not consumption, and intended for influencers to collect. The ad has been followed by long-form TikTok videos showcasing influencer responses in various contexts, including schools, hospitals, and police stations. However, Poppi’s “attractive” claims about earningRewards or exclusive packages have sparked criticism. Despite these challenges, the brand is pushing hard to increase their appeal through social media initiatives, such as Nominatedkids giving away relatableIVD solutions. With voices like Allison Ellsworth,tdc co-founder and Brand Officer, emphasizing the importance of community engagement, Poppi continues to-fashion.
