What Poppi’s Super Bowl Gifting Controversy Tells Us About Influencer Marketing

Is influencer marketing losing its edge? Poppi Soda’s Super Bowl influencer gifting sparked backlash, reigniting the debate on whether influencer partnerships truly drive impact. Consumers are growing skeptical of polished promotions—they want authenticity, transparency, and real value, not just another #ad. While Poppi’s vending machine stunt created buzz, it also raised questions about whether influencer marketing is out of touch with what consumers actually want.

So, is influencer marketing still worth it? And if so, how should brands do it differently?

Let’s dive into it.

Pro Tip:

When choosing to work with influencers think about not just if the campaign will get views and create a buzz but how it will impact the consumers you are targeting. Will it resonate with your consumers? Does it grow your brand or does it hurt it?

Poppi’s Super Bowl Influencer Strategy—A Win or a Misstep?

3 Ways Poppi’s influencer gifting led to massive brand awareness but also sparked debate:

• Viral visibility at scale – Sending vending machines filled with Poppi soda to influencers’ homes made the brand impossible to ignore. Love it or hate it, everyone was talking about Poppi.

• Flashy, but less personal – The extravagant gifting got attention, but some felt it prioritized influencer status over real consumer connection.

• Big buzz, mixed reputation – While the campaign sparked buzz, it also put Poppi’s brand values into question. With strong competitors in the space, consumers who felt misaligned with the stunt could easily switch to another option.

Actionable Insight:

Flashy gifting campaigns create buzz, but brand loyalty comes from meaningful engagement. Instead of just sending extravagant gifts to influencers, brands should use a blended approach—leveraging influencer visibility while also connecting with everyday consumers. For example, Poppi could have had influencers choose a place to donate their vending machines or tie the campaign to a community initiative. This way, influencer partnerships don’t just drive attention—they tell a story, create impact, and build lasting brand trust.