‘Obsessed’ is a monthly deep dive into social and cultural trends that can help marketers inform the way they think. Led by Kate O’Loughlin, Wavemaker strategist and self-confessed obsessive, ‘Obsessed’ will be a magic school bus to expand marketing mindsets and help brands remain relevant amongst an ever-changing cultural landscape.
This month I’m obsessed with… a soda vending machine.
Niche? Maybe. Controversial? EXTREMELY.
For the non-chronically online who don’t immediately understand me when I write ‘vending machine-gate’, don’t worry. I’ve got your back.
This month, US based probiotic soda brand Poppi distributed vending machines to 32 influencers who featured within the Super Bowl commercial from the same brand. Influencers like Jake Shane, Emilie Kiser and Alix Earle all received the giant, glaringly pink machines with a full set of soda that they could fill it with.
@emiliekiser SO FREAKING COOL I AM SHOOK😭✨🥤🫧 @Drink Poppi TRIGG IS STOKEDDDDD #poppivendingmachine #trending #viral #momsoftiktok #youngmom #family #fyp #satisfying #superbowl #dayinmylife #minivlog
♬ original sound - Emilie
@octopusslover8 not even kidding
♬ original sound - Jake Shane
But as the videos of the creators using the machines trickled out online, so did the hate. While it’s not new news to see influencers gifted extravagant gifts in exchange for a bit of content, the idea of gifting dozens of free sodas to individuals who already earn well above the average grocery shopper did not sit well with customers.
Starting with creator @isabellalanter, audiences proceeded to call out Poppi for gifting the machines to some of the top creators on Tiktok instead of giving back to the customers who made them famous.
@isabellalanter This is how they could have done it better! Lets stop with the out of touch bs please! We can absolutely have iconic marketing if we put in EFFORT. Friendly reminder that as a consumer and content creator I have a right to discuss this as do others on the internet. I can say I don’t like this idea and they could do it better. @Drink Poppi #poppi #drinkpoppi
♬ original sound - Isabella Lanter
Across the internet, audiences were immediately questioning why the machines weren’t placed in areas where those who actually need a free beverage could use them – hospitals, teachers lounges, university campuses…
For a brand made famous by everyday people, why didn’t they thank them?
The plot thickened when rival prebiotic soda brand, Olipop, hopped into the comments with a social media manager let loose to add fuel to the fire. From claiming the machines “cost $24L each lol” to flagging “32 machines times $25K per machine yikes”, Olipop really let loose. Who knew gut friendly beverages could be so spicy?
Since the initial uproar, additional bits of clarification have been released from the creators and Poppi themselves:
- The vending machines were temporary and were only given to the creators for the weekend.
- Poppi “intends to use the vending machines with more of a community-oriented focus in the future.”
- The machines were not actually $25K, they were half that.
However for Poppi, the damage has been done. Scrolling through their owned TikTok account, the top comment on most videos uploaded since the scandal is either “drink Olipop” or “I love Olipop”.
So… why should you care? What does a US soda brand have to do with your client, campaign, or product?
There’s three clear missteps that Poppi made when considering the launch that we can use as a checklist for our own work:
1. Read the room.
While this is by no means the most extreme gift an influencer has received in the history of social media, it is an extreme grocery gift.
At a time where a trip to the shops is costing more than ever before, it’s frustrating for shoppers to see those more fortunate than them receive bucketloads of the grocery items which have become a new form of luxury.
It’s critical that marketers and brands take a pulse check on cultural sentiment for their broader category when it comes to gifting.
2. Remember your heartland.
Every brand as a core audience which can be attributed to making their brand famous – be it by choice, or by marketing. For Corona it’s surfers, for Spotify it’s music fans… for
Poppi, it was busy women trying to be a little healthier. Mums, college students, working professionals. Rather than giving back to the advocates who made their brand famous, they gave back to the influencers who merely sustained that fame. By putting your customers in the heart of your campaigns, you inherently drive authentic advocacy.
3. Real people, real outcomes.
Big influencers work. There’s no denying that. But the concept of an influencer started as a small blog moderator sharing their genuine beliefs online with like minded individuals (anyone who’s recently watched ‘Apple Cider Vinegar’ will understand). Prioritising only the top-tier, mega-famous advocates makes it hard for the everyday shopper to connect to your product. Finding both executions and executers that put your brand right in the goldilocks zone – not too much, nor too little.
While Poppi will bounce back from this blip in the ‘cancelled’ limelight, watching how the brand and customers have responded to the conversation has offered up a series of delicious insights that I’m sure could rival even the top selling Poppi flavour.
I guess the TLDR for now is – no more vending machines!
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