Poppi, a leading brand in prebiotic sodas, has made waves with a Super Bowl ad featuring influencers Alix Earle and Jake Shane, critiquing traditional sodas as outdated. The brand's latest stunt involved pink vending machines filled with flavors sent to 32 influencers, raising eyebrows regarding their hefty cost of $800,000. Critics like OLIPOP question the ROI, but others see the merit in vending machines' convenience and potential for 'earned media'—publicity that fosters brand visibility and engagement without the cost of traditional ads, as seen in other industries like beauty.
Poppi's ad effectively targets legacy sodas, claiming they lack relevance, while the brand's pink vending machines are stirring curiosity among consumers and marketers alike.
The marketing strategy behind Poppi's vending machines capitalizes on the need for immediacy and convenience, similar to trends seen in beauty and skincare sectors.
Earned media is a crucial element of Poppi's marketing play, offering visibility and brand awareness through organic consumer engagement rather than traditional advertising.
The discussion around Poppi's $800,000 vending machine stunt questions the ROI while showcasing the potential for buzz generation in the competitive beverage market.
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