Poppi's Influencer Vending Machine Campaign Sparks Controversy: What You Need to Know

The popular soda alternative brand Poppi has faced backlash following its extravagant influencer marketing campaign. Recently, the company sent full-size hot pink vending machines to several influencers' homes, along with cases of their drinks, ahead of their Super Bowl commercial. This move has led to widespread criticism, with many questioning the decision to share such expensive gifts only with wealthy influencers rather than the general public.

One commenter expressed, “I hope they deliver these vending machines to hospitals, schools, shelters, and libraries,” while another added, “This is cool but I wish Poppi was sending this [to] its customers like teachers, nurses, etc.”

The backlash against the Poppi vending machines was quick (Getty Images for SCAD)

Over the years, Poppi has heavily relied on influencers for promotion, featuring personalities like Alix Earle in their Super Bowl ad. However, the recent vending machine campaign has reignited conversations about the ethics of influencer marketing. Many users on TikTok voiced their concerns, highlighting the disconnect between influencers who already profit from their social media presence and the average consumer struggling economically.

In response to the criticism, Poppi’s co-founder Allison Ellsworth took to TikTok to clarify the campaign's intention, stating it was meant to raise awareness for the Super Bowl and that vending machines would also be part of community events and giveaways. Despite her explanations, skepticism remains, with comments questioning the authenticity of the campaign given that many influencers were at the Super Bowl rather than hosting parties.

As an influencer manager, the key question arises: how can marketing initiatives impact not only the creator but the audience viewing the content? The creators are not necessarily the buyers, and this disconnect may prove challenging for brands like Poppi moving forward.