Dwanith kotian Poppi’s influencer-heavy Super Bowl campaign alienates loyal customers, allowing rival Olipop to capitalize on the backlash.
While the Super Bowl is traditionally about football, this year, it became a battleground for brands hoping to capture attention. Poppi, a rising star in the prebiotic soda market, launched an extravagant marketing stunt tied to the Big Game, but the results were less than ideal. The brand sent out branded vending machines filled with its fizzy drinks to a select group of influencers in an attempt to create a buzz. But the strategy backfired.
The move was meant to leverage influencer reach, creating social media chatter and elevating Poppi’s visibility. Yet, the campaign’s execution led to a surprising backlash. Loyal customers, who had long supported Poppi’s mission and products, felt sidelined. Many expressed their displeasure on social media, accusing the brand of prioritizing influencers over its core audience. The negative sentiment quickly spread, overshadowing Poppi’s efforts to generate excitement.
Enter Olipop, the brand that had been quietly watching the scene unfold. While Poppi focused on extravagant tactics, Olipop kept its eye on its customers and stayed true to its messaging. With Poppi’s stumble, Olipop seized the moment to double down on its commitment to community and customer engagement, positioning itself as the brand that values substance over spectacle.
In the end, the Super Bowl’s most talked-about “game” might not have been on the field but in the battle for brand loyalty. Olipop’s measured approach shows that in marketing, staying true to your core audience often trumps flashy stunts.
