Key Learnings From the Poppi Vending Machine Controversy

If you’ve been anywhere near social media lately, you’ve probably heard about Poppi’s Super Bowl marketing campaign that went sideways. Let’s dive into what happened and what it tells us about the current state of influencer marketing.

The Details

Poppi, a prebiotic soda brand (and social media darling) positioning itself as a healthier alternative to traditional soft drinks, launched what they thought would be a splashy Super Bowl campaign. They send branded vending machines to dozens of influencers’ homes for Super Bowl weekend. The idea was to have these content creators share videos of themselves stocking and using their personal Poppi machines.

Where Things Went Flat 😉

The backlash was immediate and fierce. Critics pointed out several issues:

• The optics of giving expensive vending machines to already wealthy influencers
• The wastefulness of installing machines for just one weekend
• The environmental impact of transporting and powering these temporary installations
• The missed opportunity to place machines where they could benefit communities

Adding to the drama, competitor Olipop jumped into the fray, commenting on social media about the supposed $25,000 cost per machine (a figure later debunked by Adweek as more than double the actual cost).

Poppi’s founder attempted damage control with a video stating that creator marketing had always been central to their strategy and that these machines would find permanent homes in community spaces. However, the response fell flat with audiences who viewed it as reactive rather than genuine.

Sound Marketing, Poor Execution

This brings us to a larger conversation about influencer marketing in 2025. While collaborating with content creators is a fantastic marketing and branding strategy, the execution needs to be authentic and align with the brand and with its consumers’ values, including their current social and economic realities.

If this story feels familiar, it’s because we’ve seen similar missteps before. Remember the Tarte Cosmetics controversy in 2023? It brought into question the whole extravagant brand trip strategy. Those trips have been criticized as out of touch, particularly given the current economic climate. 

I lump those two incidents into the same tone-deaf bucket.

So how can brands work with influencers without creating a PR headache? Here are some tips:

Pick the Right Partners

Match your influencers to your actual target audience, not just follower counts. Look for creators who genuinely connect with their community and whose values align with your brand. And remember – micro-influencers often deliver better engagement than mega-stars.

Create Value All Around

Your campaign should benefit everyone: your brand, the influencer, and most importantly, the audience. Whether it’s entertainment, education, or solving a problem, make sure there’s real value beyond just “look at how we spoil our influencers” or “buy this product”.

Exclusivity can backlash

Overly extravagant campaigns that cater to exclusively to influencers but ignore regular consumers can spark backlash. Think those through very carefully. Do they feed your narrative? Or are you just showing off?
ex: an influencer trip to Disney to experience the park. 👍
An influencer trip to the Maldives to try out a new lipstick 🤔

Context and climate matter

Before you greenlight that next big influencer moment, ask yourself: “How will this look to someone who’s watching their budget?” If you have to ask, you probably already know the answer.

Budget Wisely

Spread your budget across different types of influencers and content formats. Don’t blow it all on one big name or flashy activation. Remember to set aside funds for potential community initiatives – it’s good karma and good business.

The Bottom Line

The Poppi controversy is a wake-up call for brands about the changing expectations of consumers. Today’s audiences want to see marketing budgets used thoughtfully and sustainably, with consideration for broader social and environmental impacts.

The most successful influencer campaigns in 2025 will be those that can balance marketing objectives with social responsibility, creating content that resonates without raising eyebrows about waste or excess.