Marketing In the News: POPPI

 

I found the article "How Poppi keeps its cultural marketing fizz without over-relying on data | Marketing Dive interesting because I enjoy Poppi's drinks and keeping up with pop culture. While reading the article, I found connections to marketing concepts I have been learning about in my marketing course. The article writes that Poppi, a prebiotic soda brand, has built its brand through cultural relevance and influencer partnerships, rather than relying heavily on marketing data. Poppi targets Gen Z and Millennials, connecting with its buyer persona through partnerships such as New York Fashion Week, Miami Swim Week, the Dallas Cowboys cheerleaders, Spider-Man: Brand New Day, and the reality TV show Love Island. Poppi markets a lifestyle and cultural community. 

Poppi's value proposition: 

Poppi is a traditional soda alternative that delivers wellness benefits of low sugar, prebiotic fiber, clean ingredients, and formula through social engagement, lifestyle marketing, and community. 

Poppi's marketing relevance mentioned in the article comes from its unique marketing strategy to stay connected to current culture and buyer persona interests in real time. Poppi's marketing strategy uses a new marketing concept learned in my marketing course: being where your consumers are in multimedia forms they appreciate. Poppi focuses on meeting its target audience where they already are and the conversations they are having on social media and pop culture. This strategy can be seen through partnerships with New York Fashion Week, where Poppi collaborated with eight designers and integrated its products into fashion events, Spiderman Brand New Day packaging promotion, and its U.K. launch through the reality TV show Love Island. These partnerships brand Poppi as more than a beverage company; its marketing team creates a brand lifestyle that is fun and creative. Poppi's marketing strategy provides visibility and engagement by creating content and experiences that stop the scroll and excite its target audience, said Sophia Sesto. Poppi's marketing approach is good because it went where their buyer persona already gathered, created content that felt authentic to them, and created conversation. 

One challenge Poppi is facing, mentioned by Sesto, is integrating its brand into constantly changing trends, interests, and online behavior. To overcome this challenge, the company employs a team that reflects its target audience, prioritizes creativity, and builds partnerships across pop culture communities. This challenge shows that change is quick, and attention is low. Poppi needs to appear in more than just social feeds. If I were the brand manager, I would improve direct communication with the community established by creating public forums or a blog website. Content published in the public forums or blog will include information about their beverage expertise and brand personality, for example, informing or writing about gut health, nutritional trends, and "behind the scenes" of collaborations or events. This approach will get consumers to discover Poppi on their own