If you want to build brand awareness for a new product, there's no better time to promote it than during the Super Bowl. The Big Game, and its famously lucrative commercials, typically draw in more than 100 million viewers each year. That's a lot of eyes -- and taste buds, for that matter -- worth winning over. The folks behind Poppi soda certainly think so. Joining the ranks of industry mainstays like Dr. Pepper and Mountain Dew, the upstart beverage brand secured a coveted commercial slot during the broadcast of Super Bowl LVIII, creating quite a bit of buzz (both good and bad) around its "healthy" offerings.
After securing funding on the entrepreneurial TV show "Shark Tank" in 2018, Poppi amassed a cult following on social media, namely TikTok, and boosted its direct-to-consumer sales through a strategy of strong social media marketing. The brand expanded to Amazon in 2020, and these days, the soda is available for purchase at multiple grocery retailers including Target, Whole Foods, Kroger, Costco, and Publix. You can find it on shelves, or order it online via the stores' websites.
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What Ingredients Set Poppi Apart?
You might be wondering what, exactly, makes Poppi soda so unique. Well, aside from its Gen Z-friendly aesthetics, the brand's allure lies in its marketing as a "better for you" canned bevvy, a message it zeroed in on in its Super Bowl ad. In the 60-second commercial, the fizzy drink touts itself as "the future of soda," free of what it calls "unclean ingredients and unnecessary sugar." Controversial phrasing aside, the brand does stand out for its gut-friendly formulation. According to the company's website, Poppi soda is made with apple cider vinegar and natural prebiotics, two ingredients that are widely hailed as being beneficial for gut health and digestion.
Poppi's offerings, which include fruity flavors like Strawberry Lemon, Cherry Limeade, Watermelon, Grape, Orange, and Ginger Lime, as well as Classic Cola and Root Beer, are also low in calories and sugar. Per the brand's nutritional information, each 12-ounce can of Poppi contains 25 calories or less, and 5 grams of sugar or less. Compare that to a 12-ounce can of Pepsi, which contains a total of 150 calories and 41 grams of sugar. There's no denying the fact that Poppi is unlike most other soft drinks on the market, but whether or not it really will revolutionize the concept of soda is yet to be seen. Introducing itself to tens of millions of new consumers during the biggest sporting event of the year, however, was indeed a good place to start.
Read the original article on Tasting Table.