Vending

Poppi vending machine stunt sparks social media backlash

Photo: Steve Cukrov - stock.adobe.com

February 11, 2025

Poppi, a prebiotic soda brand, has faced criticism after sending custom, neon-colored vending machines to 32 social media influencers as part of a pre-Super Bowl marketing campaign, according to a Newsweek report. The campaign, intended to generate buzz, sparked debate regarding wastefulness and inclusivity.

Social media users criticized the company for gifting expensive vending machines to wealthy influencers instead of making the product more accessible. Some also pointed out the perceived lack of diversity among the chosen influencers.

Poppi stated the machines were not for one-time use and would be distributed to consumers through events and giveaways.

"We strategically launched these vending machines around Super Bowl, the biggest soda moment of the year, to kick off our 2025 'Soda Thoughts' campaign," Farial Moss, Poppi's director of PR and communication, told the news outlet. "These were never intended for one-time use and both creators across the U.S. and people in New Orleans received these machines, with our first consumer event taking place at the popular Tulane hot spot 'The Boot' — where college students could enjoy complimentary Poppi for the Big Game and beyond.

"This marks the first of many phases in this campaign, and as our beloved community has always been at the forefront of the Poppi brand, these machines will be rolling out to them through events, social giveaways and nominations in the weeks to come."

Rival brand Olipop claimed each machine cost $25,000 to produce, though Poppi disputed this figure. The ensuing online discussion broadened into a debate about influencer marketing tactics and budget allocation. Following the controversy, Olipop began sending free products to users who had criticized Poppi's campaign.

Despite the backlash, some commentators suggested the campaign, while controversial, had generated significant social media engagement for Poppi.

Poppi did not immediately respond to requests for comment.