Learn Why the POPPI Marketing Strategy Stands Out
By now I'm sure we all know the brand Poppi, a Prebiotic soda company that was founded in 2015 and officially launched in 2020. The way I see it, Poppi is quite literally redefining what it means to be a soda. They're doing this by focusing on a younger generation of Gen Z and Millennials, instead of shying away from actually labeling themselves as soda, they're redefining what soda can be and leaning into it. While most sodas are filled with excess sugar and a ton of calories, Poppi is very different because they focus on their natural ingredients and their Prebiotic benefits from apple cider vinegar. All of their sodas are 25 calories or less and include 5 g of sugar or less. So today we're going to talk about how they're achieving such success and what you as a business owner can learn from it.
My name is Megan and I teach business owners to go from confused to confident on social media. I help you build a loyal community, get quality clients, and build a more profitable business.
So the first reason Poppi has been so successful is with their health focused branding. Poppi positions itself as a healthy alternative to the traditional soda by showing off its Prebiotic contents and natural ingredients. This really appeals to customers who prioritize health and wellness and are really paying attention to what they put in their bodies. This also taps into a really big market of people who are trying to be more conscious and healthy about the decisions of what they eat and drink. In fact there's a study done that says that 54% of Americans are saying they're trying to make healthier choices compared to what they were doing 20 years ago so I'd say overall as a country we are trying to make an effort to make healthier choices so having something like Poppi is a really great option for people who want to make a substitute for a traditional soda.
The second way poppy is really standing out is with their social media marketing. Poppi spends a lot of time and money focusing on social media particularly Instagram and TikTok. Their content is so visually appealing and they're really tapping into user generated content and influencer campaigns. One influencer campaign that really stood out to me is that Poppi sent their influencers a pink sweatsuit that has Poppi on it and I thought this was a really great way for them to actually promote their brand without having to hold up a can of soda in every single video. They also post a lot of giveaways which keeps their audience really engaged with their content. They also post a lot of behind the scenes which makes people feel like they are a part of this brand's journey and they get to see a little bit of sneak peeks before something new is launched. This really active social media presence allows Poppi to stay top of mind with their audience which is really beneficial when people are shopping they'll be thinking of Poppi while they're at their local grocery store. And if you look at their social media, everything about it is very inviting their colors their fonts their overall vibe the smiling faces, everything they're doing is working. They also have a really great balance of posting really fun trending content and also their own original content that plays into the benefits of their products. Overall their content is inviting people to engage and interact while also showing the customers point of view of how great Poppi is and how it's benefited them.
The third way that Poppi is killing it in their marketing is with Innovative product development. They're continually adding new flavors and testing new packaging which shows just how hard they're trying to stay ahead of the curve. I think this shows a lot of passion from the founders and a lot of commitment to the brand success because they are taking feedback from customers and making those changes which shows just how much they care about the consumer. This focus on maintaining customer satisfaction is definitely a reason why I think this brand is going to be growing even more in the future. They even host various popups to test new locations and they're already accessible in a lot of stores including Costco Kroger Walmart and Whole Foods. This makes it really easy for people to just go into their local grocery store and pick up a Poppi and try it. Another thing they do is they sell their merch online which really encourages customers to turn into loyal fans and actually promote Poppi all on their own.
And the last way I'm going to go over why Poppi is doing so well in industry is with authentic storytelling. They make sure to share their founders journey, their brand's mission and their commitment to quality. This transparency really helps customers connect on a more personal level and make you feel like you have an emotional connection with the brand rather than just a transactional relationship. Since their debut on Shark Tank, their story has been widely publicized. This makes the founders definitely seem more approachable and relatable. In fact, Allison Ellsworth who is a founder and actually the face of the company shows up in a ton of their marketing materials which really increases brand recognition and shows again how passionate she is about her own brand and how far is willing to go in order to promote it.
In summary Poppi is really standing out by using health focused branding, social media marketing, product innovation, and authentic storytelling. So if there's anything you can learn from Poppi it is that putting in the effort and being passionate about what you do taking advantage of the opportunities that come to you are definitely the way to go. A huge theme I saw across all of their social media was really encouraging engagement with their audience and this shows how much they care about what people are saying. I know I feel more connected to Poppi after following them just on social media so the fact that you can make that big of a difference by just posting the right things and telling the right stories of your business that you can do the same.
If you are looking to grow your social media presence this year, book a all with me! This is completely free, I just want to learn more about your business and your goals so that way I can tell you how I can further support you from there. Thank you so much guys I will see you in the next post, and until then keep creating awesome content!
