Pop a Poppi!

pffttt, click, fizz

The better for you soda. Poppi is an American made sparkling soda beverage. It is an emerging competitor is its category, that launched in 2016.

The non-alcoholic beverage industry is projected to have a compounded annual growth of in the period 2021–2028. Poppi is enjoying a part of that market share and will contiue to grow. Poppi shares growth is the soda market but is positioned more like a sparkling water beverage. In both categories, Poppi is well positioned to grow. It offers both health benefits and hydration. As part of this growing trend it was featured as a part of Whole Foods new initiative around upcoming food trends for 2022.

Poppi is in a happy medium between sparling waters and traditional soda. Unlike the zoo calorie- zero sugar seltzer waters, Poppi has 20 calories and no more than 5 mg of sugar. Along with its flavors, its main draw is its use of Apple Cider Vinegar, a plus to health conscious customers and those that aspire to be. In comparison to one of its competitors, sparkling water, Poppi hydrates while also imparting additional health benefits through its use of Apple Cider Vinegar.

Poppi & the Pandemic

During the height of the pandemic the brand furthered its brand mission by highlighting its health benefits to keep everyone healthy and safe. It promoted its brand while also being informative and funny. The brand created content on its Instagram account around popular pandemic topics like: canceled events, the stock piling of TP, happy hour, and haircuts.

I agree with the brand position on Instagram. At a time when consumers globally were looking for ways to take care of themselves, the brand doubled down on it’s message of being healthy and immune boosting. It further engaged itself with consumers to become a part of their daily lives. The brand also chose to talk to it consumers vs at them. It understood the cultural moment. Long-term, brands including Poppi, will need to follow consumers and crowd culture to effectively market their products and not be out of touch.