The Poppi PR Paradox: When Marketing Success Becomes a Double-Edged Sword
If you’re like me, it’s hard to scroll through social media in the last two weeks without seeing a post about prebiotic soda company, Poppi. They’ve found themselves in hot water after sending branded vending machines to influencers as a part of their latest marketing campaign—a move that has triggered unexpected, significant backlash from their audience. I’ve been scrolling through comments and posts on Tik Tok, and came across an opinion from Morgan Zanotti, Co-Founder and President of Primal Kitchen, that sparked an interesting conversation here at DeskSides about the seemingly complex relationship between Gen Z consumers and brand marketing.
At its core, this situation highlights a fascinating paradox in modern consumer culture. Gen Z simultaneously demands widespread product availability and authentic brand experiences, while often reacting negatively to visible displays of marketing success or financial investment. As Zanotti explained in her video, there’s a disconnect between Gen Z’s entrepreneurial aspirations and their reactions to seeing those aspirations realized by others.
I think there’s several layers of complexity to this situation:
First, there's the issue of perceived authenticity. When brands invest in these splashy marketing moves, they risk being seen as "selling out" or losing their underdog appeal. This is particularly true for brands like Poppi that have built their identity around being alternatives to traditional soft drinks sold by huge corporations.
Second, there seems to be a generational tension around success itself. While Gen Z broadly embraces entrepreneurship and startup culture, there's often a negative reaction when brands begin to display signs of financial success (i.e. Super Bowl ads or extravagant influencer campaigns). This creates a challenging environment where companies must somehow grow while maintaining an image of scrappy authenticity.
To me, the most interesting aspect of this situation with Poppi is how it highlights Gen Z’s contradictory expectations around brand distribution. We want our favorite products to be easily accessible everywhere (don’t even get me started about the Parke/Daily Drills drama), yet we often criticize the very marketing efforts that make such distribution possible. This creates a catch-22 for growing brands: how do you achieve scale while maintaining the perception of being small and relatable?
This whole situation also begs the question—is all PR good PR?
In Poppi's case, the controversy has definitely generated conversation. While the initial reaction was negative, it has sparked broader discussions about marketing, authenticity, and brand growth. The fact that we're all talking about Poppi could suggest that even controversial visibility can serve a brand's interests, especially in a market where attention is currency. However, the real question isn't whether the PR is "good" or "bad," but rather how it affects long-term brand perception and consumer relationships.
The Poppi situation serves as a valuable lesson in the complexities of modern brand building. It reminds us that success often requires navigating seemingly contradictory consumer expectations while maintaining authentic connections with your audience. In the end, maybe the real conversation we need to have isn't about vending machines at all, but about our complex relationship with brand success and what it means to grow authentically in today's market.
-Allison