Poppi’s Marketing Strategy: How a Gut-Healthy Soda Built a $2B Brand 

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A soda with a side of gut health might not sound like a sell-out success. But, Poppi is rewriting the brand-building playbook with a cult following of Gen Z fans.

Here’s how a sparkling prebiotic soda went from Shark Tank to Whole Foods shelves, Target aisles, and TikTok fame.

Let’s take it back to the start...

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The Rise of Poppi

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2015 - Co-founder Allison Ellsworth was struggling with gut health issues, and after trying endless supplements and remedies, she turned to apple cider vinegar (ACV). The results? Surprisingly great. But the taste? Not so much. 

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So, she began experimenting in her kitchen, mixing ACV with sparkling water and fruit juice. The result? A tasty, gut-friendly soda.

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2016 - After perfecting the formula, Alison began selling her homemade soda at a local Dallas farmers market under the name "Mother." 

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2018 - Alison and her husband, Stephan, appeared on Shark Tank. Although the brand was still called Mother at the time, its story, product, and proof of concept were strong. They landed a $400,000 deal with Rohan Oza. 

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With Rohan’s help, the brand was reimagined as Poppi: new name, new look, and a Gen-Z-focused brand strategy.

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2019 - Poppi officially launched. The bold packaging, fun flavours, and gut-health positioning stood out immediately. But what actually set them apart? Their TikTok strategy.

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2020 - Poppi became one of the first CPG brands to truly understand TikTok. While legacy soda brands were running polished TV-style campaigns, Poppi went all-in on face-to-camera content.  They had many ‘viral moments’ - for example, Allison Elsworth posted a video on a whim, and within 24 hours, Poppi had seen an additional 100,000 in sales. 

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2021 - With growing retail distribution, Poppi expanded to selling in over 20,000 retail stores. They stayed consistent with their creator-led TikTok content and leaned into their community. Fans created content voluntarily, pushing the brand to new audiences.

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2023 - Poppi reported over $100M in sales and became the #1 best-selling soda on Amazon. 

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2024 - Poppi redefined ‘soda’ in a game-changing debut Superbowl commercial. 

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2025 - The journey came full circle. After years of brand-building, a successful Shark Tank deal, and Series A and B funding rounds, Poppi was officially acquired by PepsiCo - marking the beverage giant’s first major move into the health-forward drinks space.

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Why is Poppi winning? And what can we learn from them?

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Let’s break down the key takeaways from Poppi’s marketing strategy.

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Great brand + great product = unbeatable combo

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Poppi nailed the fundamentals. Their soda tastes good, has a clear USP (gut health + ACV), and comes in bright, playful branding that stands out on shelves and scrolls.

But they didn’t stop there. Every touchpoint -  from packaging to TikToks to website copy - reinforces the same message: this isn’t your average soda. Their tagline "Soda that loves you back" sums it up perfectly.

Let’s be honest: most health drinks look and taste... medicinal. Poppi flipped that on its head.

They made gut health look cool and Poppi is a masterclass in brand design. They gave their drinks aesthetic appeal and turned the act of drinking a Poppi into a vibe.

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TikTok-native marketing (before it was cool)

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Poppi embraced TikTok before most DTC brands knew what to do with it.

They understood that TikTok wasn’t the place for overproduced brand ads. Instead, they created native content: founder stories, soda taste tests, and relatable memes.

Most of it didn’t look like an ad. But it sold a lot of soda.

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Founder-led storytelling

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Allison Ellsworth became the face of the brand. Her personal health journey and personality made the product feel real.

She showed up in TikToks, ran taste tests, responded to comments, and gave behind-the-scenes looks at the brand.

This built trust and transparency - two things Gen Z cares deeply about.

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Influencer collabs done right

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Poppi leaned into influencer marketing in a big way - and it paid off. From micro-creators to mega names like Alix Earle, they partnered with influencers who genuinely loved the product and could authentically integrate it into their lifestyle content.

Poppi became a staple in GRWM routines, fridge restocks, and wellness vlogs. These integrations felt organic, not forced, and helped the brand reach millions of Gen Z consumers who want health without the hard sell.

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When things go wrong, own it - and grow

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Poppi hasn’t been without controversy. Most notably, they faced backlash after gifting fully-stocked branded fridges to influencers during a time of heightened economic sensitivity.

But instead of brushing it off, the brand acknowledged the criticism and leaned into transparency. Founder Allison addressed concerns head-on and reminded followers of the brand’s values.

Poppi used the moment to reaffirm what they stand for: gut health, accessibility, and doing better. It was a reminder that in the age of social media, accountability matters - and how a brand responds to criticism is just as important as how they market a product

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Our Thoughts

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Poppi is already smashing it - from dominating Amazon to becoming the go-to soda swap for Gen Z. But even with all that momentum, there’s still a big opportunity sitting untapped: DTC.

Right now, most of their sales run through retail giants like Target and Amazon (which, fair enough, has clearly worked). But it does mean they’re missing out on owning the customer experience. 

And let’s be real - a drink this fun and functional is crying out for a killer subscription model. Think “subscribe and save,” curated flavour drops, or exclusive member-only bundles. 

There are loads of low-lift ways they could make DTC work harder including building a direct relationship with superfans, offering early access to new flavours or merch via their own site and launching a program that rewards their community. 

Basically, Poppi’s already a rocketship - but a solid DTC setup could help fuel even bigger long-term growth, loyalty and brand control.

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To sum up

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Poppi’s rise shows what happens when product, platform, and personality align.

They embraced short-form video before it became an industry standard. They prioritised connection and relatability over polish. And they focused on real benefits over fluff.

For DTC brands trying to grow in 2025, Poppi is proof that:

• TikTok works 
• Founder-led content also works
• You can take on legacy giants with community, creativity, and a killer product

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