The Social Playbook Behind Poppi’s Billion-Dollar Exit
Issue #007
Poppi Didn't Sell a Soda. They Sold a Movement.
While every other gut-health brand is fighting tooth and nail for a sliver of attention, Poppi stood out by doing something different.
They made soda fun again.
And they used social media to turn a wellness product into a cultural phenomenon.
What can we learn from Poppi?
A lot. Especially if you're trying to build a brand that actually gets attention.
This issue breaks down the three core drivers behind Poppi's explosive growth and what we can apply to personal branding and founder-led businesses.
1. Poppi Treated Social Media Like a Sales Channel, Not Just a Content Feed
Most brands use social media like a billboard.
Post a nice image.
Write a cute caption.
Cross your fingers.
Poppi used TikTok like a stage.
They told a story.
They made people laugh.
They leaned into authenticity.
It started when the founder, Allison Ellsworth, posted a raw, casual video explaining how she built Poppi to help with her gut issues. No makeup. No filters. Just her, on the couch, telling the truth.
That video got 100 million views.
Here’s what we can learn from that:
The best-performing content is never the most polished. It’s the most personal.
Social platforms reward storytelling. Especially when the person telling the story is the founder.
A brand with a face will always outperform a faceless product.
Most brands try to go viral.
But Poppi built a playbook.
They stayed close to trends. Made content fast. Shared behind-the-scenes. Used every tool in the TikTok toolbox.
They didn’t outsource the strategy to an intern. The leadership was involved. They treated content creation as a business function, not a marketing task.
And it paid off.
2. They Made Their Product Entertaining
Poppi isn’t just a soda. It’s a personality.
The colors are loud and nostalgic.
The copy is playful and self-aware.
The tone is fun but credible.
They didn’t sell health. They sold happiness.
Poppi leaned into memes. Posted fan reactions. Made their social presence feel like a friend, not a brand.
Every flavor had a moment. Every campaign had a pop culture twist.
They were selling joy in a can.
This is the lesson:
If you make your brand entertaining, people will market it for you.
The more fun your product feels, the more likely it is to get shared.
Nobody wants to repost a sales pitch. But everyone wants to share something that makes them smile.
Entertainment is no longer optional.
It’s becoming the entry fee to attention.
3. Founder-Led Branding Is the Future
The old model: Spend money on ads. Hope people care.
The new model: Show up. Share your story. Build trust.
Allison Ellsworth became the face of the brand. And it changed everything.
She made TikToks. Shared the origin story. Showed real life. Talked directly to customers.
People didn’t just buy Poppi. They supported Allison.
They wanted her to win. Because they saw her building it. In real time.
That’s the unlock.
When people know your face, they feel connected to your product.
When you share your journey, they root for your success.
When your brand is personal, your sales become inevitable.
Founders are now marketers. CEOs are content creators. The ones who embrace it will win.
This doesn’t mean turning your personal life into a circus.
It means being real. Being visible. Being consistent.
Poppi became a nine-figure brand. But it started with one woman solving her own problem.
And talking about it.
Take This With You
If you're trying to grow a business through content, here’s what we can take from Poppi:
Start with story. Share your why.
Use platforms natively. Speak the language of the algorithm.
Make your brand feel like a friend, not a product.
Don’t just publish. Entertain.
Build in public. Show people how it’s made.
Poppi didn’t invent a new beverage category. They just told a better story.
That’s the real power of brand.
You don’t need the biggest budget. You need the clearest message.
And the courage to show your face.
This is the blueprint.
Let's use it.
—
Nathan Rech
Boulevard of Business