UPDATE: As part of its Super Bowl marketing campaign, probiotic soda maker Poppi sent custom vending machines to 32 to influencers. This strategy was perceived by many as "out of touch," with critics suggesting that Poppi should have placed these machines in community spaces like colleges, hospitals or shelters instead of providing them to affluent influencers.
On February 10, Poppi CEO Allison Ellsworth responded to the response to its vending machine Big Game campaign via a video on TikTok. She said, in part:
"This vending machine campaign, it was put in place to bring awareness to the biggest soda moment of the year, the Super Bowl. We wanted to share Poppi with creators across the U.S. who are hosting Super Bowl parties for their friends and their family. Creator marketing has always been a staple of Poppi's brand," Ellsworth said in the video.
"These vending machines will be a part of the brand for years to come, and we want to work with you guys to get them out to the places you'd like to see them out in the world," she continued. "Help us nominate your friends, your family, your favorite teachers' lounge, your sorority, your fraternity, whatever it is, wherever you guys want Poppi to show up."
The article below was originally posted on February 10.
Poppi, a prebiotic soda brand, faced backlash in the days leading up to the Big Game after sending $25,000 vending machines to 32 influencers as part of a marketing campaign before its Super Bowl LIX commercial.
While the marketing move generated millions of views on TikTok and Instagram, many social media users criticized the company for wasting $800,000 on influencer gifts instead of placing the vending machines in public, high traffic areas like college campuses. Poppi's rival, Olipop, weighed in on many of the negative fan posts, gaining attention without spending on a similar campaign. The situation has sparked debate over influencer marketing strategies and effective brand promotion.
The vending machines were a short-term gift to the influencers and will not be retained by them.
