The prebiotic soda brand Poppi faces backlash after sending 32 full-sized vending machines to high-profile influencers as part of a Super Bowl marketing campaign. Critics have called the move wasteful and exclusionary, questioning why affluent influencers received free products while many consumers struggled to afford the sodas. Farial Moss, Poppi’s communications director, clarified that the vending machines were not gifts but on loan.
“These appliances still belong to Poppi and were never intended for one-time use,” Moss said. She also refuted claims that the campaign lacked diversity, stating that recipients included influencers of all races. Moss added that Poppi aimed to be inclusive by placing vending machines at college campuses and popular local spots.
Influencer campaign faces consumer backlash
Both creators across the U.S. and people in New Orleans received these machines—with our first consumer event taking place at Tulane University’s popular hangout, The Boot, where college students could enjoy complimentary Poppi for the Big Game and beyond,” she stated. Poppi’s competitor, Olipop, stirred the pot with social media posts estimating the cost of each vending machine at $25,000, a figure Poppi contested.
The incident has sparked a broader conversation about the ethics and optics of influencer marketing. Some content creators have defended Poppi’s campaign, arguing that the brand’s exposure justifies the marketing spend. However, the backlash suggests that consumers are becoming more critical of how brands deploy these stunts, especially when they perceive a disconnect between the promotional strategy and real-world needs.
The controversy has generated significant attention for both Poppi and Olipop, but it also highlights the delicate balance brands must strike when engaging in high-stakes influencer marketing campaigns. As brands navigate the influencer landscape, they must consider the potential for backlash and ensure their strategies align with consumer values and expectations.
