When Influencer Marketing Goes Wrong: What Brands Can Learn From Poppi’s Super Bowl Ad Controversy

Marketing campaigns can be a goldmine or a landmine—sometimes both at once. Ocean Spray had a guy on a skateboard, and the internet ate it up. Poppi, on the other hand, handed out personal vending machines to influencers and managed to enrage the very consumers who keep them in business. Turns out, watching wealthy creators get a soda machine they’ll use for a weekend before shoving it into storage isn’t the kind of aspirational content people crave. The result? Public outcry, some side-eye from competitors, and a brand scrambling to explain why this wasn’t as ridiculous as it looked (spoiler: it was).

Key Takeaways

• Influencer marketing should be inclusive, not just about flashy gifts for the rich.
• Public perception outweighs brand intentions, so campaigns must be thought through.
• Transparency and quick responses matter to shut down misinformation before it spreads.
• Saying “we hear you” isn’t enough—brands need to take real action on consumer feedback.
• Competitor shade can be risky, gaining short-term buzz but potentially hurting credibility.

Check Out The TikTok Influencer Posts For Yourself

1. Consider the Optics Before the Execution

The concept of getting a brand into influencer homes isn’t inherently flawed—brands do this all the time through PR mailers and exclusive product drops. The issue arose when consumers perceived that Poppi’s vending machines were a symbol of extravagance rather than an engaging way to spread brand awareness. Sending these to individuals who already have access to nearly anything they want reinforced a growing frustration with influencer culture: why keep gifting the wealthy when regular consumers are the ones actually purchasing the product?

Lesson for Brands: Promotional efforts should feel aspirational yet accessible. If a campaign could be seen as tone-deaf, it might be worth pivoting toward something more inclusive.

2. Influencer Gifting Works—If It’s Thoughtful

There’s a fine line between a memorable influencer moment and an unnecessary display of excess. Social media users suggested that instead of high-profile influencers, the vending machines could have gone to teachers’ lounges, hospitals, or community centers—places where free drinks would feel more like a meaningful gift than a flashy gimmick.

Lesson for Brands: Influencer marketing should be strategic, not just flashy. If the goal is to foster goodwill, align gifting efforts with audiences who could genuinely benefit rather than simply generate content.

3. Transparency Is Key in a Social Media Backlash

One of the biggest factors that amplified the backlash was the misinformation surrounding the cost of the vending machines. Competitor brand Olipop fueled the narrative that each machine cost $25,000, a figure that was later proven to be inflated. Poppi’s attempt to correct this came after the number had already gained traction online.

Lesson for Brands: When a campaign is criticized, responding quickly and factually is essential. Getting ahead of potential misconceptions with clear messaging from the start can prevent narratives from spiraling out of control.

4. Leaning Into ‘We Hear You’ Only Works If You Act

After the controversy gained momentum, Poppi’s founder Allison Ellsworth took to TikTok to address concerns and stated that the brand is committed to listening and improving. While acknowledging consumer feedback is important, the real test will be whether Poppi makes tangible changes based on the criticism.

Lesson for Brands: If a brand says it will do better, it needs to follow through in visible ways. A public response isn’t just about damage control—it’s an opportunity to demonstrate growth and adaptability.

5. Competitor Engagement Can Be a Double-Edged Sword

Olipop’s decision to comment on the controversy brought them visibility, but also risked coming off as opportunistic. While jumping into a viral conversation can boost engagement, it also means stepping into unpredictable territory.

Lesson for Brands: Engaging in competitor drama can be tempting, but it’s important to weigh the risks. A well-placed comment might win temporary applause, but long-term brand perception matters more than a few viral moments.

Moving Forward: Read the Room Before Sending Out Luxury Freebies

The backlash Poppi faced wasn’t just about the vending machines—it was about the perception that brands continue to prioritize influencer culture over everyday consumers. The best campaigns find ways to bridge the gap, making consumers feel just as valued as the influencers who promote the product.

Brands looking to avoid becoming the next cautionary tale should take notes. A vending machine in a hospital break room, a teacher’s lounge, or a community center would have made Poppi look generous instead of out of touch. If marketing teams want to create campaigns that actually resonate, they should focus less on impressing influencers and more on making an impact where it counts: with the people actually paying for the product.