In a Super Bowl where 30-second ad slots soared past $7 million in 2025, the most fascinating marketing story of the season wasn’t just about who spent the most—it was about who recovered the best. Enter Poppi, the prebiotic soda brand that managed to face-plant with a tone-deaf influencer campaign and then redeem itself with one of the most culturally resonant Super Bowl ads in recent memory.
We rarely see a brand pivot from public backlash to viral success within a single Super Bowl cycle, making this a case study in real-time marketing adaptation.
Act One: The Vending Machine Debacle
Leading up to the Super Bowl, Poppi launched what they clearly envisioned as a viral, influencer-driven sensation: shipping 32 custom pink vending machines (each costing $25,000) to high-profile influencers and athlete spouses. Total cost? $800,000—before even factoring in the product itself.
Here’s the problem: in 2025, extravagant influencer gifting is a minefield. Consumers are more vocal than ever about corporate excess, responsibility, and wealth disparity—a reality we’ve already seen brands like Tarte learn the hard way.
Instead of sparking excitement, the campaign alienated Poppi’s core audience. As influencers flaunted their custom beverage dispensers, social media erupted—not with envy, but with criticism. Comments flooded in, asking why the machines weren’t sent to schools, hospitals, or community spaces instead. The backlash was predictable, swift, and brutal.
To make matters worse, rival brand Olipop capitalized on the moment, engaging with the criticism and turning Poppi’s misstep into their own viral win. A lesson in opportunistic marketing at its finest.
Act Two: Redemption on the Super Bowl Stage
Then came game day. And with it, Poppi’s spectacular pivot.
Their “Soda Thoughts” commercial was a 180-degree shift—one that tapped into psychological insight rather than social status. Featuring Alix Earle, Jake Shane, and Rob Rausch, the ad didn’t just leverage influencer reach—it nailed a shared cultural experience: the internal struggle of choosing between health and indulgence.
This was influence done right. Instead of pushing an aspirational, unattainable lifestyle (like their failed vending machine campaign), Poppi leaned into relatability and recognition. The ad mirrored a universal consumer moment, making viewers think, “Yep, I do that too.”
The brilliance? Poppi repositioned itself from a luxury brand to an accessible solution. The ad wasn’t about what you could own—it was about what you could feel.
The Takeaway: Influence is About Context, Not Just Creators
Poppi’s Super Bowl saga proves that marketing success isn’t just about who you work with—it’s about how and why. Their journey from PR disaster to redemption suggests either a remarkably agile marketing team or some very lucky timing.
Every campaign is a learning opportunity, and sometimes, your biggest failures set the stage for your greatest wins.
Whether you’re looking to refine your digital strategy, optimize performance marketing, or drive measurable engagement, we’ve got you covered. Let’s create something impactful together. Contact us at [email protected] to get started!
Ava Ganz, Creative & Influencer Manager, Direct Agents