Poppi’s Super Bowl stunt was meant to be a game-changer: flashy vending machines, big-name influencers, and a splashy ad to cement their place in the functional beverage world. Instead, it sparked a backlash that had social media calling them out for the thoughtless stunt, criticizing the brand for losing touch with their core audience.
However, just when it seemed like Poppi had dropped the ball, PepsiCo swooped in with a hail Mary: a $1.95 billion acquisition.
This begs the question: was this controversy really a setback, or was it a strategic move that turned into a touchdown for both Poppi and Pepsi? Is healthy soda the next big thing for declining beverage companies looking to reinvent themselves, or just another fad destined to fizzle out like so many others?
Poppi, a brand known for its probiotic sodas and trendy, wellness-centric marketing made a big splash during the Super Bowl with a campaign that was hard to ignore: they sent customized vending machines filled with Poppi sodas to influencers and launched a high-profile ad featuring these wealthy, and even sometimes controversial, influencers. The intention? To showcase Poppi as a trendy, aspirational lifestyle brand embraced by those with influence.
The rollout sparked an immediate wave of mixed sentiment. Some social media users criticized the move as wasteful, questioning the environmental impact of manufacturing and shipping these massively expensive, resource draining vending machines. Many also felt the brand had lost touch with its core audience—everyday consumers who originally helped build Poppi’s reputation. In these challenging economic times, many of these everyday consumers are struggling financially ,and felt it was especially tactless to see a brand they support spending tens of thousands of dollars for well-off influencers to enjoy the product for free. Instead of appearing aspirational, the campaign was seen by some as excessive and tone-deaf, leading to a wave of negative sentiment online surrounding the brand.
Mentions and sentiment timeline from 2/7/25 to 2/22/25
Social media posts and comments highlighted dissatisfaction with the extravagant marketing strategy, emphasizing that it felt disconnected from Poppi's original grassroots appeal. Sentiment data from Quid unveiled a surge in negative conversation surrounding the campaign, with phrases like “fall flat”, “not sit well”, and “out of touch” characterizing the negative conversation around the campaign.
Negative sentiment drivers around Poppi brand from 2/7/25 to 2/22/25
Competitor feedback was swift. One of Poppi’s main competitors, Olipop, was quick to jump into the comment sections surrounding this extravagant campaign, responding directly to some of the critical posts with subtle, shady comments, including hints about the high estimated cost of the vending machines being around $25K.
Although Poppi disputed these claims, saying the $25k figure was inflated by 60%, this clever + quick response social strategy earned Olipop praise for being relatable and authentic, especially as consumers saw Poppi's campaign as overly commercialized.
When measuring net sentiment surrounding the brands during this conversation, Olipop’s was over 9 times higher than Poppi’s, indicating a clear consumer preference during this time.
Net sentiment comparison of Poppi and Olipop from 2/7/25 to 2/22/25
Amid the controversy, Poppi surprisingly made headlines again—this time for being acquired by PepsiCo for a whopping $1.95 billion. The acquisition sparked a new round of debates: why would PepsiCo enter the healthy soda market, especially after such a controversial campaign from Poppi?
For PepsiCo, the answer might lie in shifting consumer preferences, particularly among younger demographics who are increasingly seeking healthier alternatives to traditional sodas and alcoholic beverages. Recent data underscores these trends:
Poppi, despite the momentary backlash, remains a leader in the probiotic soda space, appealing to the wellness-minded younger demographic. The acquisition could be PepsiCo's attempt to diversify its portfolio and hedge against falling interest in sugary sodas. Additionally, some speculate that PepsiCo saw potential in Poppi’s growing viral potential, despite the slight misstep.
Data from Quid supports this, showing the spike in negative sentiment surrounding the brand during the Superbowl was momentary and fleeting, with a much larger spike in positive sentiment coming for the brand just a month later surrounding the news of their acquisition.
Mentions and sentiment timeline from 1/27/25 to 4/7/25
Discussions also turn toward the larger market dynamics: Is healthy soda truly a game-changer for beverage companies, or just a fleeting trend? Could too much focus on trendy marketing damage long-term credibility, or are healthy sodas with cute packaging here to stay?
The Poppi Super Bowl controversy highlights a critical shift in consumer sentiment: flashy influencer campaigns can backfire if they stray too far from brand identity, especially in an age of increased financial insecurity. However, the subsequent acquisition by PepsiCo shows that the healthy soda market still holds strong potential, even when brand strategy misses the mark.
Will the Poppi controversy serve as a cautionary tale for brands going too big with influencer marketing, or as proof that even negative buzz can be leveraged into a multi-billion-dollar win?
Our analysis suggests that staying grounded in authenticity and consumer connection may be key to long-term favorability in the growing functional beverage space. With Quid, brands can move beyond surface-level, fleeting trends, tapping into real-time social and media intelligence that reveals both emerging risks and untapped opportunities in an evolving market.