poppi was determined to accomplish what a few others had dared - revolutionizing a category that had long been stagnant. For years, soda has been associated with poor choices, leaving a bad taste in consumers' mouths as they gravitated to healthier alternatives. poppi recognized a unique opportunity to redefine the category for a modern soda drinker. poppi created a beverage that combined everything they love about soda without any of the unhealthy baggage. 

Our approach was rooted in deep consumer research. We conducted focus groups, interviews, and immersed ourselves in online soda communities, uncovering a powerful truth: people missed soda. People miss the flavor, the joy, and the moments soda once gave them—but they didn't miss the negative health effects. This insight became the cornerstone of poppi's campaign strategy. Our message was clear: soda needs to evolve, and poppi was leading the charge into a new era where soda could be both fun and flavorful, without the guilt.

Along with the shifts in soda tastes and preferences, we also witnessed the rise of a cultural movement coined the “great revival.” This cultural phenomenon centers around people wanting to unapologetically embrace the things they love, without sacrificing any joy or personal expression. With the convergence of these two factors, poppi made its initial move. They introduced a healthy soda that didn't just meet the demands of the health-conscious consumer but reignited the joy that soda once brought. poppi captured the essence of soda's original appeal while offering a better-for-you option, and quickly built a die-hard following on social media.

Our ambitions however went beyond niche popularity. We aspired to capture the hearts and minds of a mainstream audience to reshape the soda category. Our “Future of Soda" campaign was designed to make a statement, a declaration that soda could—and should—be both delicious, flavorful  and healthy. To stand out in a crowded market, we anchored the campaign with a compelling :60-second brand anthem, strategically releasing it during high-profile cultural moments such as the Super Bowl, Grammy Awards, and The Bachelor.

The results were exceedingly remarkable and amazing. poppi's "Future of Soda" campaign resulted in significant gains in brand awareness (2x), consideration, and household penetration (+190%). Our distinctive strategy, particularly during the Super Bowl, strayed from the category standard of celebrity endorsements. Instead, we concentrated on reflecting our community, maintaining authenticity, and being genuine to poppi's loyal following.

poppi also distinguished itself by challenging industry clichés, advocating for a future where enjoyment doesn't have to come at the expense of health. As a challenger brand, poppi boldly embraced cultural events, firmly establishing itself in the cultural zeitgeist. The immersive poppi Mart pop-up in Los Angeles further strengthened the community's connection to the brand, challenging industry standards and reframing soda's place in people's lives.

poppi's success was more than simply the product; it was about starting a movement. The idea of a flavorful, healthy soda struck a chord with consumers, and the evidence was undeniable: 89% of those who tasted poppi wanted more. poppi not only participated in the soda category, but changed it, by keeping loyal to their objective and aggressively joining the mainstream. This campaign established a new bar for what soda can be, demonstrating that tasty and healthy can coexist, and poppi is paving the way for the future of soda.

Detailed Campaign Results:

• +100% increase in Brand Awareness since December 2023

• +83% increase in Brand Consideration since December 2023

• 190% increase in Household Penetration vs. Q1 2023

• Over 3B Earned Media Impressions

• +30% increase in daily sales

• Over 1200  People Attended poppi Mart Pop Up Event

• Rated #9 Superbowl ad by AdAge in the Super Bowl ad with the highest viewers at over 23MM households