Poppi, the prebiotic soda brand known for its healthier alternative to traditional sodas, returned to the Super Bowl for the second year in a row.
For Poppi’s co-founder and lead creative Allison Ellsworth, the decision to return to the Super Bowl was made soon after last year’s successful campaign. “The Super Bowl offers a unique opportunity for awareness, and people are genuinely excited to watch the commercials,” Ellsworth told ADWEEK. “But what’s especially interesting is that it’s the number one moment for soda. We wanted to seize that moment to connect with a larger audience.”
This year, Poppi’s ad is titled “Soda Thoughts,” and it focuses on the internal dilemma many consumers face when considering whether to indulge in a traditional soda. According to Nari Kim, group creative director at Virtue Worldwide, the ad addresses the analysis paralysis people often experience when they feel guilty about choosing sugary sodas over healthier options. “The ad taps into that guilt,” Kim said, “because people think soda isn’t good for them, which creates a mental barrier.”
The new commercial also leans into the growing trend of influencer marketing, featuring creators Alix Earle, Jake Shane, and Rob Rausch from Love Island USA. The ad follows five scenarios—each featuring Poppi in a variety of everyday situations, including a girls’ night, a diner, a drive-through, a convenience store, and a pool party. Poppi initially intended to use the creative content as evergreen material but decided to repurpose it for the Super Bowl after recognizing the potential of the prime advertising spot.
“This is the first time we’ve put the campaign out on such a massive stage,” Ellsworth said. “Our aim is to not only maintain authenticity with our core audience but also to resonate with a broader, more diverse group.”
Poppi’s decision to include creators who have previously worked with the brand, such as Earle—who is also an investor in Poppi—adds an extra layer of authenticity to the campaign. Shane and Rausch, who have both been part of previous Poppi campaigns, contribute to maintaining the brand’s consistent voice. “It’s important for us to stay true to who we are,” Ellsworth said, “and this cast of creators really helps elevate that connection with our audience.”
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A Healthier Soda Option
Poppi’s advertising strategy aims not only to promote the brand but also to emphasize its position as a healthier soda alternative. With only five grams of sugar and 25 calories per can, Poppi’s products are designed to appeal to consumers looking for a better-for-you soda option. This year’s ad highlights the challenges people face when deciding between a sugary soda and a healthier alternative, offering Poppi as the perfect solution to that dilemma.
Ellsworth explained, “We’re solving a real problem where you no longer have to overthink your soda choice. You can have the flavor and the experience without the guilt.”
This year’s ad concept mirrors last year’s “The Future of Soda,” which positioned Poppi as a healthier, guilt-free alternative to sugary sodas. As the functional beverage sector continues to grow, Poppi faces stiff competition from brands like Ollipop and Culture Pop, which are also innovating in the space by offering lower-sugar, better-for-you sodas. In September, Circana reported that sales from functional soda brands, like Poppi, hit $1 billion over a 52-week period, further demonstrating the rising demand for healthier soda alternatives.
Social Media Teasers and IRL Activations
Leading up to Super Bowl 59, Poppi engaged with its audience through social media teasers, offering behind-the-scenes footage and exclusive reactions from the team involved in the making of the ad. The brand planned to amplify its campaign through branded vending machines, which will be sent to over 32 creators, influencers, and the wives and girlfriends (WAGs) of high-profile athletes.
In addition to the digital push, Poppi is also hosting an in-person activation at The Boot, a popular bar in New Orleans that attracts Tulane University students. This activation, which takes place during Super Bowl weekend, is designed to generate buzz and engage fans in the heart of the festivities.
