A marketing campaign by prebiotic soda brand Poppi has ignited an unprecedented controversy after the company delivered custom pink vending machines to dozens of content creators and athletes’ spouses as part of its “Soda Thoughts” activation.
The initiative, designed to generate buzz ahead of Poppi’s Super Bowl commercial, quickly faced backlash on social media platforms, particularly TikTok. Users criticized the brand’s decision to focus on established influencers rather than everyday consumers, with comments questioning the allocation of resources.
“What happened to regular everyday people you used to care about?” became a common sentiment across platforms.
The situation escalated when competitor Olipop entered the conversation, claiming in social media comments that each vending machine cost $25,000—a figure Poppi later dismissed as “fabricated.” Poppi co-founder Allison Ellsworth rejected these claims and defended the campaign by sharing plans to expand its reach.
Lessons from the Controversy
Industry experts believe the backlash reveals important shifts in consumer attitudes toward influencer marketing and offers valuable lessons for brands.
“While partnering with celebrity-status influencers can guarantee extensive reach, it often risks alienating and disconnecting audiences,” explains Evan Wray, Co-Founder of Mavely. Wray suggests brands must “carefully evaluate all aspects of their campaigns and strategies, notably the types of creators they engage with” and suggests that they “prioritize micro-influencers who embody authenticity and relatability” to foster stronger connections with their audiences.
The controversy also highlights changing consumer expectations around community involvement. Scott Sutton, CEO of Later, notes that “people want to see broader community value tied to campaigns.” He suggests brands should consider “activating micro-creators, launching community nomination programs, or creating hybrid experiences” to bring everyone into the experience, not just selected influencers.
Kate Andreeva, Head of Talent Relations at Hypefactory, believes the backlash could have been mitigated with better audience understanding: “When a brand delivers a message meant for a niche, premium audience but reaches a much wider demographic, it risks receiving polarized reactions.” Andreeva recommends “a better balance between exclusivity and inclusivity,” suggesting PR packages should go to individuals who can “authentically represent the product,” such as teachers, students, and researchers.
Missed Opportunities
Other experts identified specific missed opportunities in Poppi’s approach. Noah Schwartz, Founder & CEO of Touch Grass Sports, felt the brand could have better leveraged the Super Bowl’s broad audience: “Someone like Russell Westbrook (an investor in Poppi) or one of the NFL’s most recognizable faces, like JJ Watt, would have been a stellar fit and [could have] amplified this ad.”
Jim Louderback, Editor & CEO of “Inside the Creator Economy,” questioned the alignment between expensive vending machines and Poppi’s low-sugar message. He suggested alternatives like “donating to hospitals, schools, police stations, community centers… in the name of those influencers” or “a mindfulness campaign where they helped people let go of their ‘overthinking.'”
Industry Context
But, not everyone viewed the campaign as inherently flawed. Larissa Long, VP of Public Relations & Influencer Marketing at RadarQR, emphasized that “Poppi’s approach wasn’t all that different from industry norms. Many brands routinely send large amounts of product to influencers—both for content creation and personal use.”
Long pointed out that what made this situation unique was how Olipop “leveraged it, using the opportunity to paint Poppi in a negative light—exposing a behind-the-scenes practice that, in reality, is common across the industry.”
The Authenticity Factor
Elijah Khasabo, Co-Founder of Vidovo, highlighted the growing importance of genuine appeal: “People trust everyday consumers way more than celebrities or big influencers at this point. If they had showcased real fans, it would’ve felt a lot more authentic and relatable.”
This sentiment underscores what may be the most significant lesson from the controversy: as Khasabo notes, “Consumers are getting more skeptical of influencer-driven promos and putting more trust in real, everyday people.”
A marketing campaign by prebiotic soda brand Poppi has ignited an unprecedented controversy after the company delivered custom pink vending machines to dozens of content creators and athletes’ spouses as part of its “Soda Thoughts” activation.
The initiative, designed to generate buzz ahead of Poppi’s Super Bowl commercial, quickly faced backlash on social media platforms, particularly TikTok. Users criticized the brand’s decision to focus on established influencers rather than everyday consumers, with comments questioning the allocation of resources.
“What happened to regular everyday people you used to care about?” became a common sentiment across platforms.
The situation escalated when competitor Olipop entered the conversation, claiming in social media comments that each vending machine cost $25,000—a figure Poppi later dismissed as “fabricated.” Poppi co-founder Allison Ellsworth rejected these claims and defended the campaign by sharing plans to expand its reach.
Lessons from the Controversy
Industry experts believe the backlash reveals important shifts in consumer attitudes toward influencer marketing and offers valuable lessons for brands.
“While partnering with celebrity-status influencers can guarantee extensive reach, it often risks alienating and disconnecting audiences,” explains Evan Wray, Co-Founder of Mavely. Wray suggests brands must “carefully evaluate all aspects of their campaigns and strategies, notably the types of creators they engage with” and suggests that they “prioritize micro-influencers who embody authenticity and relatability” to foster stronger connections with their audiences.
The controversy also highlights changing consumer expectations around community involvement. Scott Sutton, CEO of Later, notes that “people want to see broader community value tied to campaigns.” He suggests brands should consider “activating micro-creators, launching community nomination programs, or creating hybrid experiences” to bring everyone into the experience, not just selected influencers.
Kate Andreeva, Head of Talent Relations at Hypefactory, believes the backlash could have been mitigated with better audience understanding: “When a brand delivers a message meant for a niche, premium audience but reaches a much wider demographic, it risks receiving polarized reactions.” Andreeva recommends “a better balance between exclusivity and inclusivity,” suggesting PR packages should go to individuals who can “authentically represent the product,” such as teachers, students, and researchers.
Missed Opportunities
Other experts identified specific missed opportunities in Poppi’s approach. Noah Schwartz, Founder & CEO of Touch Grass Sports, felt the brand could have better leveraged the Super Bowl’s broad audience: “Someone like Russell Westbrook (an investor in Poppi) or one of the NFL’s most recognizable faces, like JJ Watt, would have been a stellar fit and [could have] amplified this ad.”
Jim Louderback, Editor & CEO of “Inside the Creator Economy,” questioned the alignment between expensive vending machines and Poppi’s low-sugar message. He suggested alternatives like “donating to hospitals, schools, police stations, community centers… in the name of those influencers” or “a mindfulness campaign where they helped people let go of their ‘overthinking.'”
Industry Context
But, not everyone viewed the campaign as inherently flawed. Larissa Long, VP of Public Relations & Influencer Marketing at RadarQR, emphasized that “Poppi’s approach wasn’t all that different from industry norms. Many brands routinely send large amounts of product to influencers—both for content creation and personal use.”
Long pointed out that what made this situation unique was how Olipop “leveraged it, using the opportunity to paint Poppi in a negative light—exposing a behind-the-scenes practice that, in reality, is common across the industry.”
The Authenticity Factor
Elijah Khasabo, Co-Founder of Vidovo, highlighted the growing importance of genuine appeal: “People trust everyday consumers way more than celebrities or big influencers at this point. If they had showcased real fans, it would’ve felt a lot more authentic and relatable.”
This sentiment underscores what may be the most significant lesson from the controversy: as Khasabo notes, “Consumers are getting more skeptical of influencer-driven promos and putting more trust in real, everyday people.”