Since the rise of social media, customers have been increasingly influenced by their favorite celebrities and influencers. From fashion and fitness to probiotics and soft drinks, influencers ultimately set the latest trends, which in turn have shaped consumer behavior. This phenomenon is the core of influencer marketing, a strategy brands use to create a sense of authenticity and credibility surrounding their product. Alix Earl, for example, has over 10 million followers, so when she recommends something, it often sells fast. This is why brands pay her thousands of dollars for a 30-second advertisement. An example is the “Alix” jeans, her take on skinny jeans. After she posted about them, they sold out in less than a day. Though influencer marketing is powerful, it requires too many resources and can end up hurting a brand’s image on a much larger scale. 

To further analyze the impact of influencer marketing, I took a deep dive into Poppi, a viral prebiotic soft drink company that aims to rebrand soda as a healthy alternative. Founded by Allison Ellsworth in 2015, Poppi has been widely successful since its appearance on Shark Tank in 2018. From surpassing $100 million in sales in 2020 to recently being acquired by PepsiCo for $1.65 billion, Poppi has become a staple item in many households. However, their rise in popularity hasn’t come without controversy, particularly due to their recent use of influencers as a marketing strategy. “Soda Thoughts,” their recent Super Bowl campaign, has sparked a heated debate amongst consumers. This campaign was intended to “revolutionize soda, one can at a time” by gifting influencers with extravagant, aesthetic, and fully stocked vending machines.

While this idea was meant to generate buzz, it quickly backfired as consumers criticized the campaign as inconsiderate and wasteful. Many felt that gifting expensive vending machines to wealthy influencers was out of touch, especially when everyday consumers actually buy the product. According to the Today Show, one social media user commented, “An influencer having a Poppi vending machine isn’t gonna make me want to drink Poppi.” Others suggested that the brand could have used the money to benefit the community instead: “They should’ve given those to college dorm rooms or athletic departments.” Even their competitor, Olipop, joined in on the buzz, exposing the campaign’s total cost, which exceeded 800k, according to Newsweek. Consumers further questioned why that money was used to reward influencers instead of in a way that directly engaged and benefited them. While Poppi intended to advertise its sodas to the general public through influencer marketing, it failed to create an authentic relationship with the consumers themselves. Instead, consumers felt alienated and hesitated to purchase the product at all.

Furthermore, with their recent acquisition by PepsiCo, consumers have reported feeling even more deterred from purchasing Poppi. One user told the Daily Mail that they are worried that “Pepsi will change the ingredients list which will make it just like another mediocre aspartame products… It’s a sad day as now the last soda alternative is gone.” Though Poppi’s intention to combine with PepsiCo was to expand its reach, many consumers see the move as hypocritical. PepsiCo is associated with sugary and processed drinks, the kinds of beverages Poppi originally aimed to replace. As Poppi states on its website, it offers “all the soda feels with 5g sugar, ingredients you can love, and prebiotic.”

In response to this recent backlash, Poppi has made an effort through various community-focused initiatives. The most notable ones are their recent social media giveaways to celebrate St Patrick’s Day or their collaboration with Fenty Beauty, where customers had the chance to win exclusive merch. These efforts are crucial in creating a stronger brand image for Poppi; however, their recent controversies are vital to understanding the consequences of influencer marketing. Though influencer marketing remains effective for certain products, brands must recognize that consumers prefer authentic connections between themselves and the brand rather than excessive, out-of-touch marketing stunts catering to influencers. Instead of exclusively gifting to influencers, they should directly engage with their consumers through giveaways, college campus partnerships, or community-based initiatives. It’s time for brands to change the narrative and prioritize their customers.