Inside Poppi’s Bold Leap into Gaming: Prebiotic Soda Marketing on the Rise
PepsiCo has made waves in the beverage landscape, finalizing its $1.95 billion acquisition of Poppi, a frontrunner in the prebiotic soda market that’s rapidly gaining traction. This strategic move not only underscores the evolving functional beverage sector, but also signals a shift towards a future projected to balloon to $62 billion in sales by 2027, up from $50 billion in 2022 (source: Glanbia Nutritionals).
The Vision Behind the Acquisition
“Poppi’s rapid growth, strong consumer engagement, and differentiated functional positioning make it a dynamic addition to our portfolio,” expressed Ram Krishnan, CEO of PepsiCo Beverages U.S. He added, "We are excited to scale Poppi’s momentum and unlock new growth through our capabilities—we’re just getting started."
Community-Centric Strategies
PepsiCo highlighted Poppi’s “community- and culture-first approach,” effectively leveraging social media, viral TikTok campaigns, and influencer partnerships tailored to resonate with Gen Z and millennial demographics. This innovative marketing strategy was front and center during the launch of Poppi’s latest flavor, Alpine Blast.
Marketing Meets Gaming: A Perfect Match
A Step Into the Gaming Arena
With the introduction of Alpine Blast, Poppi boldly ventured into the gaming sphere, a realm historically intertwined with soda consumption, particularly brands like Mountain Dew. According to a Poppi spokesperson, “Soda has integrated seamlessly with gaming culture from the beginning. As a digital-first brand, it’s a no-brainer to bring our better-for-you sodas into this space.”
Poppi’s retro arcade-style game attracted over 126,000 plays in just four days.
Image Courtesy of Poppi
Tracing its gaming roots, Poppi collaborated with Fortnite‘s licensed studio, Creator Corp, to launch an exclusive mini-game that gained traction through Twitch streamer Cody "Clix" Conrod. The company also rolled out Alpine Blasters, a nostalgic arcade game that captivated around 126,000 players in the first four days alone, with the top 1,000 players receiving a coveted branded mailer.
Bridging Generational Gaps
These dual marketing activations enabled Poppi to resonate with diverse audiences—from the Gen Z gamers engaging in Fortnite to the nostalgia-loving older generation enjoying Alpine Blasters—effectively fostering a “cross-generational conversation.”
Cultural Engagement: Beyond Gaming
The Coachella Experience
Poppi didn’t stop at gaming. Building on their cultural relevance, the brand launched an eight-piece, limited-edition merchandise collection priced between $12 and $120. Merchandise drops are a hot trend, catapulting brands into the cultural zeitgeist. Notably, some of these items were showcased during a Coachella-adjacent event in April, featuring creators, influencers, and headliner Post Malone, an investor in Poppi.
On April 12, Poppi hosted a BBQ-style kickback featuring music, food, and games attended by influencers like Gavin Casalegno and Bobby Pombo, alongside two contest-winning fans who shared in the experience.
Post Malone makes a splash at a Coachella-adjacent event.
Image Courtesy of Poppi
Turning Challenges into Opportunities
This vibrant push with Alpine Blast has helped Poppi regain momentum after a controversial Super Bowl campaign, which presented an opportunity for learning and community engagement. Their spokesperson noted, “That campaign sparked a huge wave of attention, and we witnessed firsthand how powerful it is when traditional media and social storytelling work in tandem.”
Moving forward, Poppi is committed to deepening its relationships with creators and community members, engaging those who can translate major brand moments into authentic, everyday conversations.
Conclusion
As Poppi dives into the worlds of gaming and cultural events, it highlights the brand’s adaptive marketing strategies and commitment to community engagement in a competitive landscape. With innovative flavors, clever collaborations, and proactive learning from past campaigns, Poppi is not just quenching thirst; it’s shaping conversations for a more connected future.
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