Poppi sparks outrage for gifting vending machines to wealthy influencers

In late January 2025, the prebiotic soda brand, Poppi, initiated a high-profile marketing campaign by gifting custom vending machines filled with its products to select influencers ahead of the Super Bowl. This campaign was meant to amplify brand awareness during a highly viewed advertising period. However, this strategy ignited significant backlash, as many perceived it to be out of touch with the average consumer, questioning why such an extravagant gesture was directed toward already affluent influencers instead of being used for charitable causes or benefiting everyday customers. Critics took to social media to express their frustration, noting that many individuals are struggling financially and cannot afford products like Poppi. Some suggested that the vending machines should be delivered to schools, hospitals, and community centers instead of being placed in the homes of influencers who already enjoy significant financial benefits from their online presence. In response to growing criticism, Poppi’s co-founder, Allison Ellsworth, stated in a TikTok video that the campaign was designed to increase awareness of the brand during one of the biggest soda moments of the year, specifically highlighting its intention to host community events and giveaways featuring the vending machines. Despite these reassurances, many commenters were not convinced, continuing to voice their dissatisfaction regarding the campaign's exclusivity. Additionally, Poppi announced plans to extend the campaign by allowing consumers to nominate friends, family, or organizations to receive the vending machines, acknowledging the public's demands and shifting focus toward community engagement. The incident raised broader questions about the ethics and effectiveness of influencer marketing, calling into question the sustainability and relatability of such promotional tactics in today's challenging economic climate.