- Poppi is facing backlash over a high-cost influencer marketing campaign involving custom vending machines for content creators. The campaign aimed to build brand awareness ahead of the Super Bowl.
- Poppi defended the campaign but announced plans to extend it to customers by allowing them to nominate others to receive vending machines.
- The controversy was amplified by competitor Olipop and a similar backlash faced by Tarte Cosmetics for extravagant influencer marketing.
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Prebiotic soda brand Poppi is facing backlash over a high-cost influencer marketing campaign. The company sent custom vending machines to content creators as part of a Super Bowl promotion.
Poppi gifted 32 influencers fully stocked vending machines featuring its prebiotic soda. The campaign aimed to build brand awareness ahead of the Super Bowl.
However, the reported $25,000 price tag for each machine—highlighted by Poppi’s competitor Olipop—sparked controversy. Many questioned whether the influencer marketing move was wasteful and out of touch with everyday consumers.
Social media backlash
Social media users quickly weighed in on the campaign. Some saw it as a creative marketing strategy, while others criticized the extravagance.
One Reddit user wrote, “I saw a creator on TT talking about what a waste these are and how much carbon emissions it would take to transport these from house to house. And how much power it would take to run them!!”
Concerns also centered around influencer privilege. Critics pointed out that many of the recipients already have access to the product, making the high-cost delivery feel unnecessary.
Poppi responds to criticism
Poppi’s founder, Allison Ellsworth, responded to the backlash in a TikTok video. She defended the campaign, stating its purpose was to highlight “the biggest soda moment … the Super Bowl.”
She also addressed misinformation, seemingly referencing Olipop’s claims on various videos about the vending machines’ cost. According to Ellsworth, the vending machines were not permanent gifts but temporary loaners.
In response to the backlash, Poppi announced plans to extend the campaign beyond influencers. The company will now allow customers to nominate friends, family or sororities to receive vending machines.
Olipop joins the conversation
The controversy escalated when Olipop, a competing prebiotic soda brand, joined the discussion. After a critic questioned whether the campaign was “the rich giving to the rich,” Olipop commented, “32 machines times $25,000 per machine … Yikes.”
The brand left similar comments on other videos, further fueling the debate.
Influencer marketing backlash
Poppi isn’t the only brand facing criticism for influencer marketing. Tarte Cosmetics has also come under fire multiple times for extravagant PR packages and luxury trips.
In 2023, Tarte flew 50 influencers and their guests to Dubai for a lavish three-day event. While the trip was meant to promote its newest product line, many online called it tone-deaf amid economic struggles in the U.S. and Europe.
Later that year, the brand sparked backlash again when PR packages sent to influencers varied drastically. Some received $700 Hermès bracelets, while others got only a simple necklace, leading to accusations of favoritism.
Most recently, amid the California wildfires, Tarte hosted an influencer trip to the Caribbean. One of the events featured a theme called “Tarte on Fire,” which many saw as insensitive given the ongoing crisis.
Influencer marketing remains effective
Despite criticism, influencer marketing remains a key strategy for brands. A January study by Charle Agency found that 69% of consumers trust influencer recommendations when discovering new products.
Brands continue investing in high-end PR packages and luxury trips to engage audiences. Poppi’s Super Bowl ad even features TikTok star Alix Earle, reinforcing its commitment to influencer-driven promotion.
While campaigns like this spark debate, influencer marketing continues to shape consumer behavior and drive brand success.