Poppi: A Masterclass in Marketing, Branding, and DTC Growth

Poppi

Poppi, the prebiotic soda brand, is making headlines as PepsiCo is reportedly in talks to acquire it for over $1.5 billion. What started as a homemade apple cider vinegar drink has transformed into a DTC powerhouse, disrupting the beverage industry with bold branding, digital marketing mastery, and a cult-like following.

So, how did Poppi go from farmers' markets to a billion-dollar deal? Let’s break down the marketing strategies that fueled its rapid growth—and what small businesses can learn from its success.

Every great brand has an origin story that connects with consumers on an emotional level.

Poppi was founded by Allison Ellsworth, who started making apple cider vinegar sodas to help with her own digestive issues. She began selling them at local farmers' markets, where the product quickly gained traction.

💡 Marketing Takeaway:

• Consumers resonate with brands that have a purpose and personal story.

• Authenticity builds trust and brand loyalty.

Poppi wasn’t just selling a drink—it was selling a lifestyle of gut health and wellness.

Before the world knew Poppi, it was called “Mother Beverage”—a name that failed to capture its fun, modern appeal.

In 2018, the brand got a game-changing opportunity on Shark Tank, securing a $400,000 investment from Rohan Oza, a branding expert known for scaling beverage companies. With his guidance, Poppi underwent a complete rebrand:

✨ New Name & Logo – Short, catchy, and easy to remember.

🎨 Vibrant Packaging – Bright, Instagram-friendly cans with playful typography.

📣 Clearer Messaging – Positioned as a healthy soda alternative, not just an apple cider vinegar drink.

💡 Marketing Takeaway:

• Rebranding can revive a struggling product and attract new customers.

• A modern, visually appealing brand identity can set a business apart.

Poppi didn’t rely on traditional advertising. Instead, it leveraged the power of TikTok and Instagram to drive viral growth.

📱 How Poppi won on social media:

✅ Influencer Partnerships – Collaborated with Kylie Jenner, Hailey Bieber, and Post Malone to boost credibility.

✅ User-Generated Content – Encouraged real customers to share their experiences.

✅ Relatable, Trendy Posts – Fun, engaging videos that felt authentic, not salesy.

💡 Marketing Takeaway:

• Social media isn’t just a channel—it’s a brand-building tool.

• User-generated content and influencers can drive massive organic growth.

Result? Poppi became one of the most talked-about beverage brands online.

Unlike traditional soda brands that launch in retail first, Poppi built its brand through DTC (Direct-to-Consumer) first, selling via its website and Amazon.

🔹 Why this worked:

✔️ More Control Over Brand Story – No reliance on third-party retailers.

✔️ Direct Customer Data – Insights on purchasing behavior, allowing for better marketing strategies.

✔️ Community Building – Engaged directly with customers, fostering brand loyalty.

Only after establishing a strong online presence did Poppi expand into retail, landing in Whole Foods, Target, and Walmart.

💡 Marketing Takeaway:

• Start DTC first, then expand into retail once the brand is strong.

• Own your customer data and use it to refine marketing strategies.

Poppi didn’t just create another soda—it created a healthier alternative.

🍏 Key Positioning Strategies:

✔️ Low Sugar & Prebiotic Benefits – Tapped into the wellness trend.

✔️ Competing with Traditional Soda – Positioned as a fun, flavorful, gut-friendly option.

✔️ Clear Messaging – Made it easy for customers to understand the product’s benefits.

💡 Marketing Takeaway:

• Aligning with consumer health trends can create a competitive edge.

• Positioning a product as both fun and functional appeals to modern consumers.

Poppi’s $1.5 billion success story is built on smart branding, viral marketing, and a deep understanding of its audience. Here’s what every business—big or small—can take away:

📌 Tell a Story – Customers connect with authenticity.

📌 Invest in Branding – A modern, fun identity sets a product apart.

📌 Leverage Social Media – TikTok and Instagram drive organic growth.

📌 DTC First, Retail Later – Owning the brand narrative builds loyalty.

📌 Capitalize on Consumer Trends – Poppi tapped into health-conscious consumers at the right time.