Yahoo Lifestyle The Fizz Up: Everything You Need to Know About Poppi's Vending Machine Controversy
Influencer marketing. Two words that have completely upended the way brands attract their target consumers, allowing them an almost tentacle-like reach that transcends the bounds of more traditional marketing methods like print and telemarketing. Effectively, influencer marketing is the new Tupperware party—a captive audience of buyers hanging on to the words of someone aspirational but endlessly relatable. Someone who says, “I’m your rich BFF, and I can’t live without this ingenious product. You’ve got to have it too!”
As society continues to become increasingly disillusioned with Kardashian-era influencers who seem out of touch with the realities of our ever-changing world, brands are being held accountable now more than ever. Even the most innocuous campaigns can have adverse effects, as evidenced by the latest controversy surrounding a well-known healthier soda alternative.
😋😋 SIGN UP to get delicious recipes, handy kitchen hacks & more in our daily Pop Kitchen newsletter 🍳🍔
The most recent brand to feel the unforgiving ire of influencer-fatigued fans is none other than the trendy, better-for-you soda brand Poppi. Yep, we’re surprised, too.
Poppi is known for its ultra-cool Gen Z adjacent aesthetic and has garnered a reputation as a disruptor in the soda space. They’re rebellious and edgy with a carefree attitude.
To capitalize on their influencer-friendly vibe and in the lead-up to their now highly criticized Super Bowl ad, the brand sent a number of influencers their very own Poppi-branded vending machines, complete with a massive backstock of Poppi in a variety of flavors. Sounds pretty harmless, right? Not so much, according to a growing number of users on social media.
For some, the move read as tone-deaf due to the fact that an average 12-ounce can costs about $2.49—nearly double the average cost of a traditional soda. Compounded by the fact that the vending machines were gifted to already wealthy influencers versus being placed on college campuses or in areas where they could expand their reach, the campaign didn’t pass the smell test. Reactions ranged from general discontent to the more direct statements like one from @isabellalanter that bluntly stated, for lack of better words, that Poppi “F****D UP”
Even rival brand Olipop got a swipe in with a comment of their own saying, “For the record, those machines cost $25K each lol.” Although Poppi vehemently refutes those claims, the damage appears to have been done.
In their own statement, Poppi pushed back by saying, “Both creators across the U.S. and people in New Orleans received these machines—with our first consumer event taking place at the popular Tulane hot spot The Boot, where college students could enjoy complimentary Poppi for the Big Game and beyond.” They added, “these machines will be rolling out to [fans] via events, social giveaways and nominations in the weeks to come.”
Only time will tell if Poppi is able to quell the noise and recenter their brand in a more positive light. All publicity is good publicity right?
Up Next:
Related: Shoppers Are Sprinting to Target Over the Return of This 'Must-Have' Nostalgic Staple Item
