POPULAR SODA BRAND FACES BACKLASH FOR VIRAL VENDING MACHINE STUNT

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Poppi's director of PR and communications told Newsweek that the soda brand can't wait for people to see what's next.

Poppi, a U.S. soda brand known for its prebiotic beverages, is facing a wave of online backlash following a high-profile marketing campaign that involved sending massive, neon-colored vending machines to the homes of 32 social media influencers.

The campaign, intended to create buzz ahead of Poppi's Super Bowl commercial, sparked debate over wastefulness and inclusivity, with creators and rival brands weighing in on the controversy.

The vending machines were part of an effort by Poppi, which includes Alix Earle among its investors, to harness the power of social media influence—a strategy that has become common in the marketing playbook of wellness and beauty brands.

After receiving free cans of Poppi dispensed from the aesthetic vending machines, many of the influencers documented their unboxing experiences for their large online followings. However, what began as an attempt to generate excitement and brand visibility soon escalated into a heated conversation across platforms such as TikTok and Instagram.

Numerous social media users posted videos condemning the decision to gift expensive vending machines to already wealthy influencers instead of distributing the drinks to places where they could have a more significant impact, such as college campuses or public venues.

Others criticized the lack of diversity among the influencers chosen for the campaign, noting that many of them appeared to be thin and white.

"We strategically launched these vending machines around Super Bowl, the biggest soda moment of the year, to kick off our 2025 'Soda Thoughts' campaign," Farial Moss, Poppi's director of PR and communications, told Newsweek. "These were never intended for one-time use and both creators across the U.S. and people in New Orleans received these machines, with our first consumer event taking place at the popular Tulane hot spot 'The Boot'—where college students could enjoy complimentary Poppi for the Big Game and beyond.

"This marks the first of many phases in this campaign, and as our beloved community has always been at the forefront of the Poppi brand, these machines will be rolling out to them through events, social giveaways and nominations in the weeks to come."

The backlash intensified after Olipop, a rival prebiotic soda brand, commented on one of the promotional videos, saying each vending machine cost $25,000 to produce. If true, it would give the campaign a minimum price tag of $800,000.

The comment further fueled the perception that Poppi's marketing practices were wasteful, and the online discussion quickly morphed into a broader critique of how brands allocate large budgets to influencer marketing without considering potential public backlash.

Moss criticized Olipop's claims, calling them fake.

"Despite false comments from our competitors, we are focused on revolutionizing soda for the next generation and cannot wait for you all to see what is next," she said. "The falsely reported cost was not only fabricated, but had also been inflated by 60 percent."

Newsweek has contacted Olipop for comment via email.

On February 9, content creator Ashwinn Krishnaswamy (@shwinnabegobrand) took to Instagram to address the controversy. The creator said brands frequently spent more than $800,000 on television advertisements or large-scale marketing efforts that might not yield substantial returns.

Krishnaswamy also suggested that Poppi's vending machine promotion—despite the online criticism—had successfully generated widespread social media engagement and conversations about the brand.

"Spending $800,000 for this kind of exposure is not that crazy," the business and marketing content creator told viewers online. "So the fact that Poppi is getting this much reach and this much additional conversation is an absolutely great win for Poppi. But Olipop knows you never let a good controversy go to waste."

Poppi's campaign follows a trend seen with other lifestyle brands, such as Gisou, which have leaned into the influencer-driven marketing model by sending branded installations or custom products directly to influencers' homes.

"From the insider's perspective, I know how much companies spend on influencers, TV ads, out-of-home campaigns that get little traction," Krishnaswamy, 33, who is a New York-based partner in branding agency Forge, told Newsweek. "I know of creators who have been paid $80,000 to just show up at a sporting event and post about their presence there.

"I think if the average consumer knew about all of this kind of spend, and arguably more 'wasteful' dollars, they wouldn't be nearly as outraged about the Poppi vending machines."

That said, Krishnaswamy pointed out that he understands where the outrage online is coming from.

"There is a fatigue in seeing influencers getting PR boxes or lavish trips, so when an already wealthy influencer gets, what is seemingly a free, branded soda machine, it feels to the average consumer...excessive? tone deaf?" He said. "Hence, the responses.

"But as always the full story is not shared, which is why I created my post—to better explain how and why a company like Poppi does this, and the impact to them."

The backlash surrounding Poppi suggests that consumers are becoming more critical of how brands deploy these stunts, especially when they perceive a disconnect between the promotional strategy and real-world needs.

Newsweek has contacted @femininefuel for further comment via TikTok.

In the hours that followed the online conversation, Olipop began sending freebies to social media creators who had criticized Poppi's marketing campaign.

"A company who sends only rich famous influencers whole vending machines < A company who sends regular people (a Latina with 40 followers) a product," one TikTok user posted after receiving a free gift from Olipop.

In his video, Krishnaswamy said Olipop had emerged as the "people's champ" in the situation, adding that the controversy had turned out quite well for both brands.

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COVER IMAGE CREDIT: POPPI SODA

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