The Rise of Poppi Through The Lens of Effective Marketing Strategies
The functional soda market has witnessed a surge in consumer interest over the past two years, becoming a crowded space with numerous options that line grocery store shelves. In this competitive landscape, one brand has managed to stand out—Poppi. There are many memorable competitors within the market, such as the beloved Olipop, but what sets Poppi apart? How has it generated such significant buzz?
Image sourced from Poppi
Poppi’s Unique Selling Proposition
While many functional soda brands share similarities in ingredients and flavors, Poppi distinguishes itself by incorporating apple cider vinegar into every can. This seemingly simple ingredient taps into the well-known benefits of apple cider vinegar, making Poppi a fruitful addition to consumers’ lives. It's not just about including apple cider vinegar; it's about how Poppi strategically leverages this Unique Selling Proposition (USP) that truly makes it stand out.
The brand maintains clear and consistent messaging that highlights the health benefits of its ingredients and even provides educational content on platforms such as Instagram. Poppi strategically positions itself as a health-conscious choice, emphasizing limited ingredient focus and seamlessly integrating its USP into lifestyle marketing. The representation of its health benefits combined with active engagement with consumers to showcase this USP further strengthens the brand's connection with its audience. This makes Poppi's USP a key driver in its success within the competitive functional soda market.
Key Marketing Strategies
Social Media Dominance
Poppi's impactful presence on social media platforms has been a game-changer with its masterful engagement and community building. Successful campaigns showcase Poppi's ability to authentically connect with its audience, even participating in memes and placing its branding on red-carpet looks. This relatable and ultimately sharable approach enhances the brand's visibility and fosters a loyal following. Poppi has managed to effectively interact and relate to consumers on social media, rather than simply using platforms to sell its product.
Influencer Collaborations
Notable influencers, especially TikTok stars like Emily Mariko, Emilie Kiser, and Mada Graviet have become involved with Poppi, significantly contributing to the brand's visibility and sales. In building trust with consumers, influencers leverage their established connection with their audience, which often translates directly into increased sales. The recommendations made by influencers carry weight as their audience typically places a high level of trust in them. These strategic partnerships align with the brand's values and have expanded its reach among young consumers.
Experiential Marketing
In a recent venture into experiential marketing, Poppi held a high-profile pop-up event named the "Poppi Mart" to celebrate the release of a new flavor. This event, attended by influencers like Paris Hilton, garnered substantial social media coverage. It’s clear that Poppi is committed to engaging consumers in a fun and memorable way. Experiential marketing has proven to be a successful strategy for Poppi as it is creating a buzz around the brand. The brand took full advantage of the event packed with LA influencers and captured plenty of engaging content with the guests. Not only does this create excitement for the new flavor, but adding more influencers into the mix expands reach even further.
Image sourced from Average Socialite
Brand Recognition
Poppi's recognizable, colorful, and bubbly branding has become a staple in the market. From their website to social media platforms and out-of-home advertisements, the vibrant aesthetic is consistently embraced. The brand's commitment to aesthetics has likely contributed to its success among Gen Z, a demographic who is reportedly drawn to brands that master the art of visual branding and a maximalist approach. Embracing this bold look makes the brand stand out and become all the more recognizable to consumers.
Taking Notes on the Tried-and-True Strategies
Poppi's ascent in the functional soda market is a testament to the power of effective marketing strategies. By effectively highlighting its USP, mastering social media dominance, collaborating with influencers and strategic partners, and prioritizing consumer engagement, Poppi has not only carved a niche for itself but has become a trendsetter in the industry. This success story provides valuable insight for emerging companies seeking to make a distinctive mark in a competitive market. The buzz that Poppi has created is one to take notes on as they have risen to the top through tried-and-true marketing strategies.
About Riley
Riley is a senior pursuing a degree in Advertising & Public Relations with a minor in Writing. This will be her second year with GrandPR, where she previously served as an Account Associate and now serves as the firm’s Chief Operations Officer. As she approaches the final stretch of her academic journey, Riley envisions herself on the corporate side of PR. Riley is passionate about purpose-driven work and is on the lookout for opportunities that align with this.