Growth Newsletter #247

Real talk on Poppi's vending machine stunt, Olipop's clever piggyback, and how early-stage founders can replicate—or steer clear of—both strategies.

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Poppi's $800K Vending Machine Fiasco (…Or Was It?)

Back in February, prebiotic soda brand ​Poppi​ allegedly spent up to $800K sending 30+ custom pink vending machines to top influencers. They wanted something splashy during Super Bowl season, but the internet accused them of wasting money on already-wealthy creators.

Yet what looked like a bust had a silver lining: Poppi became the talk of social media, major news outlets, and angry fans everywhere. Meanwhile, rival Olipop jumped in for free exposure. It's a fascinating case study with nuance for early-stage founders wondering if "viral" stunts or cheeky hijacks can help them grow.

Let's break down:

1. The "Earned Media Multiplier" Why even negative buzz can catapult brand awareness.
2. The "Hijack" Strategy How Olipop rode Poppi's wave—and why it worked for them, but might be trickier for newcomers.

Lesson 1: Big, Controversial Stunts Multiply Reach—But Not Always as Planned

Poppi shipped 32 bright-pink vending machines—rumored at $25K each—to major creators. But they didn't anticipate the backlash over "wasting money on rich influencers."

Here's why that fiasco still gave Poppi a visibility boost:

1. Earned Media MultiplierThe moment a stunt becomes "drama," every reaction multiplies visibility. People with zero interest in Poppi jumped in to criticize or defend the brand, blanketing social feeds for free.
2. Emotional Hooks Trigger SharingOutrage is a powerful driver. Even unplanned negativity can spark massive reach—the question is whether that translates into long-term sales or drives folks away.

ROI Calculation

If we assume a typical CPM for beverage ads is ~$8–$10, Poppi would need 80M–100M impressions to justify their $800K spend. Given that multiple influencer TikToks hit millions of views, plus mainstream media coverage, they likely reached that scale—intentionally or not.

Important: Poppi reportedly didn't aim to spark negativity. They wanted a "cool factor," not a fiasco. That's the caution: once your PR gambit is live, you lose control of the reaction.

​Poppi (@drinkpoppi) • Instagram photos and videos​

Why Founders Should Care—Even if You're Not Dropping $25K Machines

• Bold Hooks Can Work at Any Budget: ​Surreal Cereal​ took a more approachable path with their ​fake “celebrity” campaign​—they found everyday people who share names with celebrities ("Dwayne Johnson," "Serena Williams") and had them endorse their cereal on billboards and social. It was cheaper, borderline edgy, and generated strong buzz. (We'll do a full newsletter on Surreal in a couple weeks—stay tuned.)
• But Bold Risks Can Backfire: Poppi's brand took hits from consumers who thought the stunt was tone-deaf. Your reputation is at stake, especially if you're smaller and less established.
• Not a Reliable Growth Engine: PR stunts are a crapshoot. Founders will almost always be better served by investing in a more predictable growth engine through proven channels (paid media, consistent organic content, direct outreach, etc.).

Lesson 2: Hijacking a Competitor's Spotlight—Why Olipop Succeeded

While Poppi battled critics, Olipop popped up in the comments, joking about the rumored $25K price tag. By engaging in that moment—and offering itself as a cooler, more down-to-earth alternative—they attracted significant attention.

But here's the nuance most miss:

• Olipop Is Already Established
  • If you're truly unknown, commenting on Poppi's drama likely won't move the needle. People only noticed Olipop because they recognized it as Poppi's established competitor.
• Content Remixing Is The Real Strategy
  • Simply commenting may not work for newcomers. Instead, consider what creator ​Kane Kallaway calls "cult hopping"​—creating derivative content that remixes or responds to a trending moment.

Relatively small creator, Joefromyoutube (94.6k followers on Tiktok) reached 16.4M people with his morning routine parody.

Different Space, Example Opportunity

• Remember the ​Jaguar rebrand everyone hated in early 2025​? Small car brands could have gained traction not just by commenting, but by creating comedic content analyzing the rebrand fail—or even suggesting their own alternatives.
• This works because algorithms prioritize content related to trending topics, giving newer accounts a chance at visibility despite having fewer followers.

Keep It Realistic

• Not Your Main Growth Lever: Piggybacking builds awareness but won't be your breakout engine. You still need an ongoing content strategy that solves real problems for your audience.
• Build The Always-On Muscle: Part of your strategy can be: "In addition to our core helpful content, we'll try to hop on at least one trend per month." Having a baseline content operation puts you in position to capitalize when opportunities arise.
• Mix With Other Tactics: Think of trend-hopping as a fun add-on to paid ads, direct outreach, or methodical brand building. The real foundation is consistent, high-value content that builds trust.

Final Thought: Balancing Hype with Substance

In the pop-soda wars, Poppi gambled big on a one-shot moment. Olipop piggybacked nimbly, scoring an easy PR win. But for most founders, the real magic is in consistent, strategic growth habits.

A splashy moment might give you a short burst of buzz—but sustaining those new leads, fans, or followers takes an always-on plan. So go ahead and brainstorm your creative PR stunts, but make sure you have a backstop: an actual product people love, systems for turning attention into customers, and baseline content to keep them engaged after the hype dies down.

The truth is, while big stunts make for great case studies, steady, predictable growth almost always beats viral breakout attempts. The companies that last are rarely one-hit wonders.

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–– Team Demand Curve

(We help early-stage founders build repeatable, scalable growth. If you're looking for proven playbooks—plus hands-on support—check out our Growth Program or schedule a quick call. Let's get your traction engine running.)