Poppi, a trendy flavored-beverage brand, has faced notable backlash online due to a recent Super Bowl marketing campaign. The company loaned out branded vending machines to influencers as part of their promotional strategy, which many criticized as extravagant and wasteful. Social media consultant Rachel Karten pointed out that extravagant influencer marketing campaigns have been under scrutiny for years, and campaigns perceived as financially or environmentally wasteful are increasingly falling out of favor, partly due to the current macroeconomic climate.
Olivia McNaughten, the senior director of product marketing and partnerships at Grin, emphasized that consumers are particularly sensitive when influencers perceived to be relatable are involved. “It looks like the brand is essentially wining and dining an influencer for their attention,” Karten added. “And the customer’s like, ‘well, hey, we actually buy your product.
Why aren’t you giving us that same treatment?'”
Poppi stated that the vending machines were loans for Super Bowl viewing parties and would be rolled out more broadly in the future. The company also addressed false claims about the machines’ price tags, asserting that figures circulating online were inflated. Competitor Olipop suggested the machines cost $25,000, which Poppi said was exaggerated by 60%.
Poppi’s controversial vending machine campaign
Much of the backlash stemmed from Poppi’s focus solely on mega influencers, rather than incorporating a diverse mix of creators. Nathan Jun Poekert, chief marketing officer of General Idea, stressed the difficulty brands face in avoiding online criticism.
“It’s really, really hard to avoid criticism on the internet right now, no matter what you do,” he said. In response to the backlash, Poppi announced plans to roll out vending machines via events, social giveaways, and nominations in the upcoming weeks, aiming for greater inclusivity. Competitor brands are also reacting to such marketing controversies.
For example, coconut water brand Vita Coco handed out free drinks in Washington Square Park to promote their new beverage, positioning the event as a public engagement rather than an influencer-centered campaign. Despite the backlash, some industry experts believe the campaign could still be considered a success for Poppi. “If I am Poppi on the brand side, to be completely honest, I am very excited about the overall results of this,” Jun Poekert said.
“As much as the media cycle has accelerated at a rapid pace, they are getting tons of visibility and optics from this.”
Poppi’s experience highlights the delicate balance brands must strike in their marketing efforts, particularly in a polarized cultural landscape.
Image Credits: Photo by Brad on Unsplash
