The secert sauce to Poppi’s viral success

The food industry is highly competitive and saturated with numerous brands. Big names like Coca-Cola and Lays have been dominating the market for a long time. To stand out in this crowded industry, companies need to be creative and know their target audience. Poppi, a probiotic soda brand, is doing just that, and our team, as a digital marketing strategy agency, wants to share why some of these brands are succeeding in their marketing efforts. So, let's dive into the latest trend in the soda industry.

The origin of Poppi

Poppi is a probiotic soda that combines fruit juice, apple cider vinegar and inulin prebiotics to create a delicious soda packed with benefits. Its early beginnings started in the kitchen of Allison Ellsworth, the owner of Poppi, who disliked the taste of apple cider vinegar shots that she took to keep her health in check. She decided to take matters into her own hands and craft a better-tasting apple cider drink.

After months of experimenting in the kitchen, she came up with the soda and started selling it at her local Texas farmers market. Later, her product landed on local Whole Foods shelves and then on Shark Tank. She received an investment from Rohan Oza, who helped her rebrand what was originally called “Mother Beverage” to what is now known as Poppi.

How Poppi got marketing success

Designing an approachable product

As mentioned earlier, the soda product was originally called "Mothers Beverage," which was not a very appealing name. It was then renamed as "Poppi" to give it a more exciting and fresh appeal. Additionally, the packaging was also changed from a glass bottle to a tin can with a more vibrant and fun look to make the experience of getting your probiotics enjoyable.

Creating a brand recognition

Poppi has created a recognizable brand through its use of colors and branding, similar to Coca-Cola and Pepsi. Its social media profiles reflect its brand style with vibrant colors, shapes and designs, which helps to increase brand awareness and makes it easier to recognize its product.

Leveraging social media platforms 

Poppi already had a social media strategy in place, but the owner, Allison, felt that more could be done. One night, she created a TikTok video sharing her journey of creating Poppi. This video grabbed the attention of millions online and helped Poppi go viral. The founder woke up the next morning to see the video go viral and almost $100,000 of the product was sold on Amazon overnight. Our digital marketing strategy experts believe this marketing strategy taught us that using emotional marketing tactics like storytelling can resonate better with users than just still aesthetic images.

Collaborating with the right influencers

Poppi achieved online success not only through its TikTok presence but also by utilizing influencer marketing. The brand partnered with TikTok influencers who resonate with their target audience by reviewing Poppi's products and incorporating them into their daily lives. Poppi works with a diverse group of influencers, ranging from micro to mega influencers, such as their recent collaboration with Alix Earle, who has 6.7 million followers.

Improve your marketing with the best digital marketing strategy agency!

Of course, viral status does not happen to everyone overnight. However, with the right marketing strategies in place, you can reach even more customers. Ready to propel your product to new heights? Partner with our Monstrous marketing experts to craft a winning strategy, boost brand recognition and expand your online footprint. Reach out today to kickstart your journey to digital success!