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Poppi x Charli XCX & Rachel Sennott: Key Findings
Campaign Snapshot
Poppi is bringing brat to the Super Bowl arena, hoping it will win big.
The prebiotic soda brand’s latest Big Game spot, set to air on Super Bowl LX on February 8, stars pop star Charli XCX and her mockumentary costar Rachel Sennott.
It's a fast-paced, neon-bright teaser that hinges on a single, now-iconic word: “vibes.”
Kristina MacIntosh, senior VP of marketing at Poppi, said the collaboration felt like a “natural extension” of the brand’s identity.
"Charli xcx, Rachel Sennott, and Aiden Zamiri are all people who create culture — they don’t chase it," she said in the announcement.
"That’s where the magic is for us."
This isn’t Charli’s first Big-Game rodeo.
She appeared in a Super Bowl spot last year for Uber Eats alongside Martha Stewart, giving Poppi a built-in cultural head start with mainstream audiences.
@charlixcx let’s party! i mean, watch football :) @Uber Eats #ad♬ original sound - Charli XCX
Most of the chatter so far centers on that back-and-forth “vibes” moment.
It's a simple line that, in practice, turns into a catchy hook for social media cuts and those looking for the next memeable soundbite.
And whether it’s the result of celebrity marketing or just good timing, with The Moment hitting theaters the same weekend, Poppi is banking on their joint star power (or dare I say, slay) to capture audience attention during the game itself.
Vibes? Vibes.
Directed by The Moment filmmaker Aidan Zamiri, opens in what looks like a college classroom where Charli delivers some advanced math insights before breaking into a smile and saying, “Vibes.”
Sennott, standing before her with a can of Poppi, mirrors the energy: “Vibes.”
Their call-and-response continues, each iteration building an absurd but memorable rhythm before the clip cuts to heavy dance beats and flashing Poppi logos with a February 8 tag.
@drinkpoppi i mean @Charli XCX and @Rachel Sennott get it, it’s just kinda a vibes thing. don’t think into it too much 😌 #vibes#vibess#poppi#charlixcx#rachelsennott♬ original sound - drinkpoppi
It all feels like a micro sketch that’s designed more for social clipping and reactions than your traditional Super Bowl ad.
Alas, it is only the teaser, and we'll have to wait until the weekend to know if there's more to the "vibes" than meets the eye.
Overall, the latest effort serves as a tactic that doubled down on Poppi’s cultural positioning in last year’s Super Bowl campaign, which became one of the most-watched ads during the broadcast.
It proves Poppi isn’t shy to push the envelope and give consumers a new perspective on soda marketing.
@drinkpoppi we love our poppi community 🩷 tell us where they should go next 👇
♬ original sound - drinkpoppi
Last year, the brand’s influencer vending machine stunt generated conversation on social platforms, highlighting the risk, as well as the reward Poppi is willing to go for.
What We Can Learn From Poppi’s Play on Vibes
Poppi shows what happens when internet energy is dropped straight into the most mainstream stage possible.
Here are some takeaways you can apply to your own marketing campaigns.
- Build your ad around one repeatable beat. Poppi centers the spot on a single “Vibes” exchange that’s easy to quote, clip, and meme.
- Time the media moment in the talent’s calendar. Airing alongside Charli XCX’s The Moment release gives the Super Bowl ad extra impact.
- Lock the look early and don’t dilute it. Brat-era neon, dance beats, and "vibes" courtesy of two icons carry cleanly from teaser to game-day cutdowns.
Last year, PepsiCo completed a $1.95 billion acquisition of Poppi, signaling major confidence in the brand’s growth and audience pull.
Our Take: Can a Single Word Stick?
Watching the Poppi teaser, I realized the ad doesn't focus on the soda as much as the "vibes."
To me, the spot is about a feeling you can repeat, share, and own.
“Vibes” is a tiny moment, but it carries the personalities of Charli XCX and Rachel Sennott straight through the screen.
Overall, grounding the campaign on what Gen Z would call a "vocal stim" turns it into something people want to mimic rather than just watch.
And before you know it, we'll all be vibing come the Big Game.
In other news, Squarespace recently launched an arthouse spot starring Emma Stone as she reclaims her domain name.
These top agencies in our directory help brands use stories to build connections and drive awareness.
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