"I do TikToks in Crocs and socks with my hair in a ponytail. I'm just a normal person."
"They've been really big on 'let Poppi be Poppi.' I think they're actually trying to learn from us."
"We're just shipping it out. Graduations, birthdays, all these things."
"No one needs to be out there with a backpack anymore. People are coming to you."
Allison Ellsworth, a non-traditional founder, created Poppi, a rapidly growing beverage brand, by embracing a casual marketing approach. After selling Poppi for $2 billion to Pepsi, she emphasizes the importance of being authentic and responsive. Her strategy includes sending free cans to anyone who requests them, resulting in numerous wedding invites monthly. This method mirrors Red Bull's field marketing but relies on inbound demand. Ellsworth's philosophy prioritizes flexibility and relatability over traditional marketing control, positioning her as a TikTok-native founder.
Read at Fortune
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