How Poppi Hijacked the Super Bowl Without a Single A-List Celebrity
Super Bowl ads are predictable. Big-budget commercials, Hollywood A-listers, and over-the-top stunts—it’s the same playbook every year. But this time, Poppi flipped the script.
Instead of shelling out millions for a traditional celeb endorsement, they bet everything on influencers—Alix Earle, Jake Shane, and Rob Rausch. The result? A viral Super Bowl moment that outshined even the biggest brands.
Here’s how Poppi pulled off one of the smartest marketing plays of the year—and why influencer-led campaigns are the future.
An Influencer-Powered Super Bowl Ad
Poppi’s “Soda Thoughts” commercial wasn’t just another big-game ad—it was a statement. Instead of a mainstream celebrity, they chose influencers who built their careers on TikTok and Instagram. Alix Earle, Jake Shane, and Rob Rausch aren’t just recognizable faces; they’re creators with hyper-engaged audiences that brands dream of reaching.
And the strategy paid off. Poppi’s ad was the most-watched commercial of the night, reaching 29.1 million households. Their social media engagement skyrocketed by 250%, and Google searches for Alix Earle surged by 1,150% right after the ad aired.
The takeaway? Poppi didn’t need an A-list celebrity to get attention—because they already had the faces that Gen Z and Millennials actually follow.
Poppi’s Vending Machine Stunt: Over-the-Top or Genius?
But Poppi didn’t stop at the Super Bowl ad. In the weeks leading up to the big game, they pulled off one of the most talked about influencer activations yet—sending custom vending machines filled with Poppi to top influencers and even NFL players’ partners.
These bright pink vending machines became instant viral moments. Influencers shared their reactions, unboxings, and party setups, putting Poppi at the center of major Super Bowl events—all without a single traditional billboard or TV spot.
Of course, the stunt got mixed reactions. Critics argued that gifting luxury vending machines to influencers was excessive and out of touch. Some suggested that Poppi should have placed them in public spaces instead.
But here’s the reality: Everyone was talking about it.
And that’s what truly matters. In a Super Bowl landscape dominated by billion-dollar brands like Coca-Cola and Pepsi, Poppi had to go big to break through the noise. Their vending machine stunt wasn’t about being practical—it was about being unforgettable.
The Future of Super Bowl Ads Is Influencer-Led
Poppi’s Super Bowl playbook is a masterclass in modern marketing. While traditional brands continue to rely on aging celebrities, Poppi understands that the next generation doesn’t worship Hollywood—they follow creators.
Rather than renting a famous face for brand credibility, Poppi tapped into influencers with real, engaged audiences who trust their recommendations. If this Super Bowl proved anything, it’s that the influencer era isn’t coming—it’s already here. And Poppi? They’re leading the charge.
