Prebiotic soda brand Poppi is returning to the Big Game, enlisting popular digital creators Alix Earle, Jake Shane, and Rob Rausch to headline its Super Bowl 59 campaign.
Helmed by creative agency Virtue Worldwide, with help from media-buying agency Tinuiti, "Soda Thoughts" hilariously tackles the guilt people often experience when drinking soda.
Earle, a Poppi investor, as well as Shane and Rausch, who have worked with the brand in previous campaigns, bring authenticity to the initiative.
@alixearle Coachearla got me hooked on @Poppi 🍋🍋🟩 #proudinvestor#poppipartner♬ original sound - Alix Earle
In a statement, Poppi Co-founder and Lead Creative Allison Ellsworth emphasized how the Super Bowl is the biggest moment of the year for soda brands:
“I think it’s just important for us to stay true to who we are, and connect with our core audience, while introducing a level of relatability.
We’re solving a major problem where you don’t have to overthink soda anymore,” Ellsworth told ADWEEK.
The brand is also launching IRL activations, including branded vending machines sent to over 32 influencers and high-profile athletes' wives and girlfriends (WAGs), as well as an event at The Boot, a New Orleans bar popular with Tulane University students.
Poppi has seen great success in its influencer partnerships, previously making headlines for its activation at Coachella last year.
This influencer marketing strategy positions the product as a must-have beverage, sparking audience curiosity and driving organic engagement.
By aligning with cultural moments and highly visible events, Poppi strengthens brand affinity and keeps its product top of mind for trend-conscious consumers.
Back at the Big Game
Poppi's new effort follows the brand's Super Bowl debut from last year.
Titled "The Future of Soda," the one-minute commercial showcases all of the brand's best traits, separating it from other sodas thanks to its organic ingredients and low sugar content.
This year, Poppi aims to launch a more relatable ad with "Soda Thoughts," placing the brand in a wide range of scenarios, including a convenience store, a diner, a drive-through, a girl's night, and a pool party.
Poppi's commercial will air during the third quarter of the game, with a strong social media push featuring behind-the-scenes footage and reactions.
Last December, Poppi's competitor, Olipop, unveiled a stop-motion short film reminiscent of classic holiday films.
