Poppi’s Vending Machine Campaign for Influencers Sparks Angry Response
People got fired up on social media when Poppi, the health drink company, gave custom vending machines to 32 social media influencers ahead of its Super Bowl commercial debut.
People ripped into the company’s move on TikTok, saying the machines should have gone to public places like schools, hospitals, or libraries. Things got worse when rival company Olipop claimed each machine cost $25,000 – a number Poppi quickly called “fabricated” and “inflated by 60%.”
“It was hard at first, but I had to just kind of speak from the heart,” said Allison Ellsworth to Inc.com about her TikTok marketing approach.
Jumping on TikTok, the co-founder stood by the decision, explaining these machines would be used for multiple things – from marketing at events to giving back to communities. She promised to work on getting more machines into public spaces.
People kept pushing back. They slammed the choice to ignore smaller creators and skip public venues. Some customers started buying other drinks in protest.
This backlash comes at a weird time for the drink company. What began in Ellsworth’s kitchen as a way to fix her health problems – making apple cider vinegar taste good while keeping its health perks – has hit a snag.
After making waves on Shark Tank, the brand got investment from CAVU Consumer Partners’ Rohan Oza. They then focused on selling directly to customers and through Amazon.
They gained steam through store deals and new products. But this PR nightmare hit just before their first Super Bowl ad – a huge moment in their growth strategy.
Below Ellsworth’s explanation video, comments showed people were still upset. Most mentioned wasted opportunities to reach more people by placing machines in better spots.
