Poppi, a relatively new brand in the prebiotic soda space, has made significant strides in cultural marketing without relying heavily on data. Initially known for its fashionable appearances, such as at New York Fashion Week and partnerships with brands like Béis and the Dallas Cowboys, Poppi engages with its target audience—predominantly Gen Z and millennial women—through curated cultural experiences.
Sophia Sesto, Poppi’s Head of Culture, emphasizes that their marketing strategy is intuitive, often saying, “If it’s not ‘F yes,’ it’s ‘F no,’” indicating a strong alignment with their consumer base’s preferences. The brand’s recent $2 billion acquisition by PepsiCo further facilitates its expansion into new markets, including an entry into the UK, leveraging opportunities from cultural touchpoints like “Love Island.”
Sesto mentions that success is measured through genuine participation rather than visibility alone. They pay attention to organic engagement from consumers, such as social media interactions, and prioritize excitement and creativity in campaigns, demonstrating that fun and relatable strategies often resonate most effectively with their audience.
Poppi’s unique approach rejects conventional data-driven marketing norms, focusing instead on cultural relevance and consumer passion as guiding principles.
